Partnership to Promote a Culture of Responsible Alcohol Consumption
Carlsberg Case Stories | Sustainability in Action
Producers of beer, wine and spirits partner with retailers, bars and restaurants to promote a more responsible alcohol culture
In 2014, the Danish Ministry of Health set a series of health targets, one of which was to reduce the harmful use of alcohol and postpone the start of alcohol consumption among adolescents. In 2015, the Ministry supported the formation of partnerships to achieve the health goals, and the producers of beer, wine and spirits partnered with retailers, bars and restaurants to promote a more responsible alcohol culture.
The first, Compliance with Age Limits, aims to reduce the number of minors who illegally buy alcohol in retail outlets by providing information and training to retailers. The campaign uses social media to reach the minors, and currently has more than 25,000 fans on Facebook.
Similarly creative approaches are being used for the second project, Safe Night Life, which focuses on preventing minors from illegally buying alcohol in bars and on reducing sales to visibly intoxicated customers. The partnership is a powerful forum for a nationwide effort and sending a clear signal that the brewing industry has a key role to play in preventing alcohol misuse.
