As part of the company's continued commitment to Responsible Drinking, Carlsberg UK includes relevant information on all product labels and packaging to ensure our consumers can make an informed choice when purchasing and consuming our beverages.
The UK alcohol industry has an established and well respected self regulatory process governed by, in the most, The Portman Group code of conduct. In addition, the industry has a voluntary labelling scheme that ensures relevant information is available to consumers informing them about the product they are purchasing.
As a responsible brewer, CUK places the following 3 pieces of information on all of its primary and secondary packaging:
- Number of units of alcohol
- Drinkaware website address (see below)
- "Enjoy Responsibly" message
The objective of doing so is to inform the consumer of the amount of units of alcohol they are consuming within each 'pack', as well as to remind them to drink but 'Enjoy Responsibly' and to direct them to a location which provides them more detailed information – www.drinkaware.co.uk. Here consumers are able to gain further specific and relevant information to their own circumstances, i.e. age group, consumption levels etc
Drinkaware Trust is an independent organisation that delivers industry wide educational programmes aimed at changing the drinking behaviour of those who are susceptible to alcohol abuse.
Carlsberg UK sends large quantities of bottles/cans, small packs, large packs each day. Every single person who picks up a Carlsberg owned product will see the 3 pieces of information. In addition, the "Enjoy Responsibly" and Drinkaware website appears on all consumer POS and other types of communication, representing a clear and direct focus on 'Responsible Drinking'. Supplying these three pieces of information is now a natural part of Carlsberg UK's labelling process and their obligation to the industry.
Responsible Drinking forms one of the key elements of the Group CSR strategy and is a significant issue in the UK. CUK fully believes that education plays a major role in consumer decisions and is committed to developing the most effective use of labelling to achieve this goal. They continue to look for improvement and currently are in consultation with government on the most effective and efficient way of using labelling information to educate consumers about alcohol.
Carlsberg UK's stance on responsible drinking reflects the Carlsberg Group's position on responsible consumption. Our aim is to be clear on beer. By this, we mean that we aim to be clear on its benefits and be clear about our role in reducing the harmful effects of its misuse, both for the individual and for society as a whole. The development of local responsible drinking campaigns, where we try to ensure that we market our products in a responsible way helps us achieve this goal.