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ZERO

IRRESPONSIBLE DRINKING

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.

OUR TARGETS

2030

2022

  • 100% of our markets improve on responsible drinking year on year
  • 100% availability of alcohol-free brews (AFB)
  • 100% responsible drinking messaging through packaging and brand activations
  • 100% of our markets run partnerships to support responsible consumption

Our approach towards ZERO

Our approach consists of three ways in which we can support consumers and society in reducing the harmful use of alcohol:

 

Enable

Enable

Offer a wider set of alcohol-free choices that consumers can turn to on different drinking occasions.

Inform

Inform

Inform positive drinking choices by providing responsible drinking information on packaging and online.

Encourage

Encourage

Encourage consumers to make positive drinking choices through dialogue and engagement.

Supporting global goals

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.

Actions towards ZERO

Information in hand

Consumers have a right to know what’s in our beers and we’re proud to show them. That’s why we are providing information on ingredients and nutritional values per 100ml in the easiest place to find it – on our packaging.

86%

of packaging in Western Europe carries nutritional information

96%

of our products carry responsible drinking messages

33%

growth of our alcohol-free brews in Western Europe

Thirsty for more?

Explore our other ambitions