Our products represent great quality, exceptional taste, and fun experiences in all corners and cultures of the world, while enabling human connection. We want them to be a pleasant part of our consumers’ lives and are dedicated promoting responsible drinking, and combatting irresponsible consumption.

Our Commitments in Action
  • As part of our Legacy 2030 ambition, we are growing the non-alcoholic segment to 20% of our overall portfolio by 2030.
  • We are working intensely towards fulfilling the Beer, Wine and Spirits Producers’ Commitment to Reduce Harmful Drinking.
In Europe:
  • We are part of the ongoing commitments made by The Brewers of Europe.
  • We are fully compliant with the Proud to Be Clear commitment by the Brewers of Europe, and openly share the ingredients and nutritional information of our products.


We have a dedicated website aboutalcohol.com which shares important information about alcohol consumption from relevant and trusted sources to enable consumers to make their own informed choices.

Our Approach
We are communicating our brands ethically, which means:
We restrict minors’ access to our product advertisements.
We use only actors or models of a minimum age of 25 in our advertisements.
We monitor the airing times of our commercials.
We filter content for underage users of social media.
We do not depict or promote excessive drinking.
We require a confirmation of age upon entrance to websites of our brands (age-gate).
What we are doing to make a difference:
1. We comply

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

2. We follow

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

3. We engage

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

4. 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 a great taste experience.

5. We contribute

effectively to third- party efforts to advance research into the health, social and economic aspects of alcohol consumption, as well as solutions to irresponsible drinking of alcohol.

6. We run

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

7. We are accelerating

efforts to tackle underage drinking through IARD (International Alliance for Responsible Drinking), paying special attention to digital channels and platforms where we follow the highest industry standards of responsible communication to not expose our products to minors while embedding moderation in consumption.