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Our beers are at the heart of social occasions, and we 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.





  • 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:


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


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


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

Global Beer Responsibility Day

To address the problem of alcohol consumption by minors joint actions of various stakeholders are required, and we develop partnerships to achieve positive results.

Thirsty for more?

Explore our other ambitions