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.
- 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.
- 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.
with all local, national and international laws and regulations relating to the development, marketing and sale of alcoholic beverages.
company and industry-wide ethical codes when promoting and selling our products, going far beyond the legislative obligations placed upon us.
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.
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.
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.
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.
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.