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 an improvement on responsible drinking in each of our markets. We will offer 100% distribution of alcohol-free brews by 2022 to expand consumer choice. We will also provide responsible drinking messaging as well as nutrition and ingredient information on our packaging and online, while forming partnerships to encourage responsible consumption.
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:
Offer a wider set of alcohol-free choices that consumers can turn to on different drinking occasions.
Inform positive drinking choices by providing responsible drinking information on packaging and online.
Encourage consumers to make positive drinking choices through dialogue and engagement.
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.