The Carlsberg Group, together with business partners and social organisations today celebrates the third annual Global Beer Responsibility Day (GBRD) - a worldwide effort to promote the responsible consumption of beer.
Across its markets, Carlsberg will run a variety of programmes aimed at promoting responsible drinking and reducing irresponsible consumption - including the prevention of drink driving and underage drinking, server and seller training efforts and consumer education programmes. Carlsberg will also promote its high-quality range of alcohol free beers to give consumers a broader set of choice at different drinking occasions, aiming to reach over 20 million people in 20 markets on the day together with partners such as restaurants, bars, authorities and NGOs.
As part of its new sustainability programme, Together Towards ZERO, Carlsberg has set a bold vision for a society without irresponsible drinking along with ambitions of ZERO carbon emissions, ZERO water waste and ZERO accidents. By 2030, Carlsberg aims to see a continuous reduction in irresponsible drinking across all of its markets in support of the World Health Organisation’s (WHO) objective to reduce harmful drinking, and Sustainable Development Goal #3 - to ensure healthy lives and promote well-being for all ages.
Cees ‘t Hart, CEO of the Carlsberg Group, said: “On Global Beer Responsibility Day we celebrate the positive role of beer in society and our year-round efforts to promote responsible drinking. It is a strong example of how we are working towards our ambition of a society with ZERO irresponsible drinking, as part of our new sustainability programme, Together Towards ZERO. I am particularly pleased to see so many of our business partners and stakeholders joining us in collective solutions to important societal challenges.”
Examples of local initiatives from Carlsberg Group companies include:
- Denmark: In a country famous for its love of bicycles, Carlsberg Denmark will raise awareness about the risk of cycling while under the influence of alcohol. Through partnering with the Danish Road Safety Council and a Copenhagen-based taxi company, the beer brand will encourage drinkers to leave their bikes by offering a free taxi-ride home.
- France: Brasseries Kronenbourg is sponsoring the second National Nightlife Conference - a platform bringing together local authorities, public sectors and professional bodies with the aim to jointly develop innovative solutions to create a safer nightlife. The company also supporting an experimental concept bar in Paris that provides bar-goers with a holistic responsible drinking experience.
- Sweden: Carlsberg Sweden will activate a mobile alcohol free mini bar in Stockholm to sample alcohol free beer, and run a social media campaign around responsible choices for the right occasions. Encouraging active choice, they will arrange tasting sessions and showcase their broad alcohol free beer portfolio.
- Russia: Baltika Breweries will continue their “18+ Rules for All, Responsibilities for Everyone” project which focuses on preventing underage sales of alcohol with a number of stakeholders. Brewery employees will visit more than 80,000 sales outlets in over 100 cities to support measures to prevent underage sales.
- India and China: The local Carlsberg companies are collaborating with local polices authorities, bars, restaurants and other partners to raise awareness about the risks of drink driving.