Our beers are at the heart of social occasions, just as they have been for centuries. That is what we want. But we also want them to be enjoyed responsibly, which is why we’ve set an ambition of a society with ZERO irresponsible drinking.
By 2030, we want to see improvement on irresponsible drinking in each of our markets. By 2022 our target is to always offer an alcohol-free brew wherever our beers are found, that 100% of our packaging includes responsible drinking messages and that every market runs a responsible drinking partnership.
2030 |
2022 |
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Our approach consists of three ways in which we can support consumers and society in reducing the harmful use of alcohol:
In our efforts to prevent alcohol misuse, we support Sustainable Development Goal 3. More specifically, we contribute to target 3.5: to strengthen the prevention of harmful use of alcohol. And through our ‘don’t drink and drive’ campaigns, we contribute to target 3.6: to halve the number of deaths and injuries from road traffic accidents.
La Moderne, a new concept bar in France, has some bright ideas about encouraging responsible drinking while at same time improve bar experience for consumers.
Sponsored by Kronenbourg, La Moderne offers a wide range of alcohol free drinks, including our beers, encourages consumers to alternate between alcoholic and alcohol-free beverages, and offers a light snack with every alcoholic beverage.
underage drinking campaigns in 2017
retail partnerships involved in our underage drinking campaigns
people were reached by resonsible drinking campaigns