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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 improvement on irresponsible drinking in each of our markets. By 2022 our target is to always offer an alcohol-free brew wherever our beers are found, that 100% of our packaging includes responsible drinking messages and that every market runs a responsible drinking partnership.

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

We offer a wider set of alcohol-free choices that consumers can select on different occasions.

INFORM

We help our customers make informed choices by putting responsible drinking symbols, and nutritional and ingredient information on our packaging and online.

ENCOURAGE

Communicating through our brands, we seek to engage consumers in the responsible drinking debate.

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

Thoroughly Moderne in Paris

La Moderne, a new concept bar in France, has some bright ideas about encouraging responsible drinking while at same time improve bar experience for consumers.

Sponsored by Kronenbourg, La Moderne offers a wide range of alcohol free drinks, including our beers, encourages consumers to alternate between alcoholic and alcohol-free beverages, and offers a light snack with every alcoholic beverage.

76

underage drinking campaigns in 2017

36

retail partnerships involved in our underage drinking campaigns

78m

people were reached by resonsible drinking campaigns

Thirsty for more?

Explore our other ambitions
ZERO Carbon Footprint

ZERO Carbon Footprint

We will continue delivering on our Together Towards ZERO commitments, including our target of ZERO carbon emissions at our breweries and a 30% reduction of our beer-in-hand footprint by 2030. In addition to this, we will go Beyond by working towards a new target to achieve net ZERO carbon emissions across our entire value chain by 2040.

ZERO Water Waste

ZERO Water Waste

We will continue on the path set forth in our Together Towards ZERO programme with yearly improvements in water efficiency and an industry-leading global target of 2.0 hl/hl in water usage, while maintaining our 1.7 hl/hl target for breweries in areas of high water risk. 

ZERO Accidents Culture

ZERO Accidents Culture

Protecting the health and safety of our people in all work activities is a core value to the way we run our business. We believe that all accidents are preventable and that a ZERO Accidents Culture is essential to a safe working environment.