In this scenario, the behavior of vacationers shows a notable transformation: the preference for moderation and alcohol-free options is gaining ground over traditional habits. This evolution towards a more balanced lifestyle allows for enjoying tourist destinations, family gatherings, and warm weather without compromising well-being. "Bringing also means knowing how to do it responsibly. That is why one of the pillars of our sustainability strategy is Smart Consumption, with actions focused on promoting moderation and conscious decision-making. Through this pillar, we drive...". This trend towards responsible consumption is particularly visible among new generations. Data from ENCODAT 2025 indicates that the prevalence of alcohol consumption among adolescents decreased from 39.8% to 33.9%. This trend drives the company to strengthen its itinerant strategy, taking evidence-based information to communities, universities, and workplaces. The Caravan does not function as a conventional campaign; its educational model addresses the science of alcohol, its physical and mental effects, and debunks common myths. Holy Week represents one of the seasons with the greatest social interaction in the country. Additionally, since 2025, the program has the endorsement of the Ministry of Labor and Social Security (STPS), granting curricular value to its content and professionalizing prevention in the workplace. The impact of these actions last year was massive, with over 100 conferences in 18 states, reaching more than 9,500 people. So far in 2026, the initiative has already reached 600 participants in four states, incorporating new tools such as 0.0 mixology to diversify options at points of sale. To complement this effort, the Smart Waiter program directly trains those who serve drinks, ensuring correct service protocols and preventing sales to minors. In this way, the sector seeks to create safer environments where the priority is the quality of social interaction. By choosing alcohol-free options or practicing moderation, vacationers ensure memorable moments, reaffirming that smart consumption is the best ally to fully enjoy these vacations.
