Cheers Responsibly

We are committed to creating a culture of responsible drinking by promoting moderate consumption of our products and addressing alcohol-related harm in society. We therefore aim to celebrate the positive aspects of moderate beer consumption and to position beer as a relevant and responsible choice with a role to play in the “good life” to which modern consumers aspire. However, irresponsible drinking does take place, and we are committed to combating it.

To address irresponsible drinking effectively, everyone ‒ from retailers, bar-owners, educators and parents to law enforcers, role models and, not least, consumers themselves need to be involved. Effective regulation must be supported by concrete, targeted actions. We therefore work closely with organisations across our industry to define our commitment and find meaningful ways of addressing alcohol-related issues together.