Customers

Our customers are the businesses that distribute and retail our brands. We create business for customers by providing them with our brands and by offering commercial skills and resources to grow our mutual business responsibly and maximise customers' returns.

Our aim is to provide our customers with the best overall service in every market. In most areas we survey major customers, distributors and our own employees annually to monitor the strength of our relationships and allow customers' views to be taken into account in our decision-making.

Following feedback from customers around the world, we have put in place a comprehensive sales strategy with ambitious objectives for improving all aspects of our relationships with customers - in particular, sales execution, customer development and service, and trade investment.

And just as with suppliers, we encourage high standards of corporate citizenship throughout the demand side of our value chain. We see our strategic relationships with major customers as a way of making a positive impact in the communities in which we operate. We have partnered with customers both on responsible drinking and environmental initiatives.