Alcohol responsibility

Our premium beers bring pleasure and enjoyment to people all over the world. We want our great brands to be a pleasant part of our consumers’ life, and this is why we strongly advocate for a responsible approach to the promotion and consumption of our products. We are aware that irresponsible drinking can have a severe impact on the lives of drinkers and those around them. We are also aware that there is no simple ‘one fits all’ solution to addressing this issue.

Our principles

We comply

with all local, national and international laws and regulations relating to the development, marketing and sale of alcoholic beverages.

We follow

strict company, as well as industry-wide ethical codes, when promoting and selling our products, going far beyond the legislative obligations placed upon us.

We engage

our employees, who act as role models and as such are required to abide by the internal rules on consumption of alcoholic beverages both during and outside their working hours.

We offer

a wide range of either non-alcoholic variants of our alcoholic brands, or unique non-alcoholic beer-inspired brands, so that people have more choice while still enjoying the great taste of beer.

We contribute

effectively to third party efforts in advancing research on health, social and economic aspects of alcohol consumption, as well as solutions to irresponsible drinking of alcohol.

We run

a range of prevention campaigns that support responsible drinking, in particular the most pressing issues such as underage drinking, binge drinking, driving under the influence of alcohol and drinking during pregnancy or while breastfeeding.

Our commitment

We are currently working intensely towards fulfilling the Beer, Wine and Spirits Producers’ Commitment to Reduce Harmful Drinking of the Asahi Group Holdings, of which we are part. Through this commitment, we strengthen and expand our existing efforts to reduce the harmful use of alcohol with particular focus on underage drinking, marketing practices, consumer information, drinking and driving and cooperation with retailers.

We are also part of the ongoing commitments made by the Brewers of Europe in the European Alcohol and Health Forum:

Informing consumers about beer ingredients and nutritional values
The European Beer Pledge to encourage responsible drinking behaviours
Self-regulating beer advertising across social media

In addition, the voluntary commitments of our former owner SABMiller have been largely implemented by the businesses which are now part of ABE Group. They will continue to guide our action on consumer information and responsible marketing.