Annual Report 2001 - Carlsberg Group

Carlsberg’s alcohol policy
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However, Carlsberg Breweries acknowledges
that heavy consumption of beer can have negative
consequences for the individual as well as for society.
Likewise, abuse of beer products may damage
the reputation of Carlsberg Breweries and its
products. Therefore, the breweries and society
share a common interest in fighting abuse with
appropriate and justified measures.
In that connection, it is important to recognise
that consumption of beer is the responsibility of
the individual, and that the vast majority of people
who drink beer do so responsibly. Only a small minority
abuses beer products with negative effects
for the individual or society. Carlsberg Breweries
believes that the most effective way to fight abuse
is through targeted measures such as dialogue,
information, education and campaigns directed
towards the groups of young people in particular
that may not be fully aware of the personal and
social consequences of abuse.
Through its membership of national brewers’
associations and its active participation in CBMC
– The Brewers of Europe – Carlsberg Breweries
plays an active role in securing a constructive dialogue
with national and international authorities.
Through these organisations and others, Carlsberg
Breweries supports targeted activities to reduce
abuse and promote sound beer culture.
Marketing is essential for a world-famed brand
like Carlsberg, and it is important that opportunities
for marketing of our brands are plenty. To preserve
and eventually expand these opportunities,
Carlsberg Breweries actively supports the implementation
and enforcement of self-regulatory
codes of conduct as regards marketing in the
markets where Carlsberg Breweries operates.
Carlsberg’s alcohol policy:
• Carlsberg stresses that beer is a low-alcohol
product, which is compatible with a healthy lifestyle
and should be enjoyed in a responsible
manner. However, Carlsberg acknowledges the
fact that extreme and excessive consumption
of our beer products may have adverse personal,
social and health consequences.
• Carlsberg recommends that consumers enjoy
beer in a sensible manner and rejects abuse.
• Carlsberg will not actively market beer products
to children and young people.
• Carlsberg urges consumers to avoid drinkdriving.
• Carlsberg aims at carrying out responsible sales
and marketing activities in accordance with current
national and international guidelines and
applicable legislation in the individual markets.
• Carlsberg supports specific activities to promote
sound beer culture and limit alcohol abuse
and related damages.