In order to enforce sales laws and regulations at popular events organized or sponsored by Baltika, public beer patrols were introduced to prevent sales of beer to minors and raise awareness with sales personnel on the problems of underage drinking.
Beer Patrol was organized at 15 marketing events in 12 cities around Russia with over 250 volunteers joining the patrol. In St. Petersburg, Moscow and Chelyabinsk, famous actors, media personalities and journalists headed up the patrols and at each of our eleven breweries employees were also encouraged to take part.
The initiative attracted media coverage and a positive feedback from local authorities and has led to Baltika Breweries becoming involved in developing new beer patrols for other events.
Carlsberg Group actively supports programs that discourage the consumption of alcohol by minors. Responsible drinking policies form a part of our world wide CSR strategy.