Menu
2020_07_31_Carlsberg_Foto_Session_International_Brands_0008.jpg (1)

ZERO

IRRESPONSIBLE DRINKING

We want to make sure everyone enjoys our beers responsibly and that we provide consumers with choices that support a balanced lifestyle.

Partnerships are key to our approach. We collaborate with governments, customers and across the industry to identify where irresponsible drinking takes place and to enable, inform, educate and encourage consumers to drink responsibly.

 

 

OUR TARGETS

2030

2022

  • 100% of our markets improve on responsible drinking year on year
  • 100% availability of alcohol-free brews (AFB)
  • 100% responsible drinking messaging through packaging and brand activations
  • 100% of our markets run partnerships to support responsible consumption
Enable

Enable

Offer a wider set of alcohol-free choices that consumers can turn to on different drinking occasions. 

We achieved 7% volume growth in alcohol-free brews during 2019.

Inform

Inform

Inform positive drinking choices by providing responsible drinking information on packaging and online.

In 2019, 99% of packaging carried messages advising consumers not to drink-drive and not to drink when underage or pregnant.

Encourage

Encourage

Encourage consumers to make positive drinking choices through dialogue and engagement.

On Global Beer Responsibility Day 2019, activations in markets around the world reached 57 million consumers with messages and advice on responsible drinking.

ZERO IRRESPONSIBLE DRINKING IN ACTION

Our team in Malaysia is supporting government efforts to change consumer mindsets and behaviour around drink-driving and on Global Beer Responsibility Day, launched our sixth annual campaign supporting people to #CelebrateResponsibly in partnership with several ride-hailing services. The campaign discouraged drink-driving by offering people discounted rides home after a night out.

Thirsty for more?

Explore our other ambitions