The role of alcohol in a healthy lifestyle
The initiative is part of our extensive program on responsible drinking and is designed to lead to a better understanding of how the consumption of alcohol can play an important part in the healthy lifestyle and training regime of a world class sportsman.
Delivering the key message
Recognising the value of sports icons as role models, the discussion concentrated on delivering a naturally straight no-thrills story to the students that they could relate to in an easy way. The key message centred on how alcohol at its worst can be damaging to anyone but that its advantages can be rewarding, satisfying and healthy.
The use of a real, high profile individual known for his inspiration, leadership and clear approach was key in making the event a success.
Role models for the future
We are now involved in finding other respected personalities from the world of sport to deliver a similar message to more young people. The Football Association has been approached for collaboration over the next 12 months and further open forum discussions are being planned.
The need to communicate the full story on alcohol is seen as a top priority by Carlsberg. The benefits of drinking as part of a healthy lifestyle need to be put forward in a clear and unbiased way. Responsible drinking is a cornerstone of Carlsberg UK’s CSR strategy and everywhere we operate.