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ZERO

IRRESPONSIBLE DRINKING

Our ambition is to achieve ZERO Irresponsible Drinking

 

Our ZERO Irresponsible Drinking ambition was established in our preceding ESG programme, Together Towards ZERO (TTZ). With the evolution of the programme to Together Towards ZERO and Beyond (TTZAB), we have adjusted our ambition level to include additional targets and activities, with new milestones in 2030.

We will continue delivering on our Together Towards ZERO commitments, including encouragement of responsible behaviour through our brands, our packaging, and local partnerships. In addition to this, we will go Beyond by working towards new targets, including a 35% global portfolio share for our low-alcohol and alcohol-free brews to further expand consumer choice.

 

OUR TARGETS

2030
  • 100% responsible drinking messaging through packaging and brand activations
  • 100% of our markets run partnerships to support responsible consumption
  • 100% availability of alcohol-free brews
  • 35% of our brews globally are low-alcohol or alcohol-free

WHAT ARE WE DOING TO ACHIEVE THIS?

Introducing low- and no-alcohol

Introducing low- and no-alcohol

Introducing low- and no-alcohol offerings into more markets to expand our portfolio, and making these a positive and liberating choice for consumers

Embedding

Embedding

Embedding responsible drinking further into our value proposition for consumers and customers

Working together with others

Working together with others

Working with experts, partners and local communities ​to enable responsible choices and prevent harmful alcohol consumption

Leveraging brand voices

Leveraging brand voices

Leveraging brand voices and touchpoints to encourage responsible behaviours, through information and awareness of the effects of alcohol

ZERO IRRESPONSIBLE DRINKING IN ACTION

Discouraging drink-driving with discounted rides in Malaysia

Our team in Malaysia is supporting government efforts to change consumer mindsets and behaviour around drink-driving in partnership with several ride-hailing services. The campaign discouraged drink-driving by offering people discounted rides home after a night out.

Carlsberg Sweden opens underwater bar

To remind Swedes to abstain from alcohol when sailing, Carlsberg Sweden has created an underwater bar at the bottom of the sea.

More case stories

Thirsty for more?

Explore our other ambitions
Cutting Carbon

Cutting Carbon

We are committed to reducing emissions and building climate resilience across our value chain. With concrete targets covering our own operations and suppliers, Cutting Carbon sets out our path towards a circular and net zero future.

Protecting Nature

Protecting Nature

We are committed to safeguarding and restoring the ecosystems that sustain us. Our focus is on regeneration and water stewardship - protecting the land where our ingredients are grown and the water that goes into every product. 

Empowering People

Empowering People

We are building a safe, respectful and inclusive growth culture where everyone can thrive. Our focus is on safety, wellbeing, inclusion and opportunities for people across our value chain.