Encouraging responsibility

Actively encouraging a responsible attitude

Being a worldwide operating beer brand we have the responsibility to encourage moderation and responsible drinking on a global scale. Our Rules on Responsible Commercial Communication help everyone involved in marketing and sales to not contribute to excessive consumption or abuse. Furthermore, we comply with regional and national codes for beer or alcohol advertising. Advertise where 70% of the audience is over 18 years, or higher if appropriate. Featuring people who are at least 25 years old. Whilst not suggesting alcohol is the key to social or sexual success. We ask our employees to be ambassadors for enjoy responsibility. We create awareness with a worldwide information and prevention program improving safety and health at work to ensure responsible alcohol consumption. Also working together with brewers to encourage responsible drinking and addressing common issues. It has been recognised by the World Health Organisation that brewers can effectively contribute to reducing alcohol related harm. We currently have partnerships with a variety of NGO and third parties to address different areas of alcohol related harm.