ZERO irresponsible drinking

We are proud of our beers. They are a key component of many positive occasions, bringing people together.

However, irresponsible drinking can turn those positive moments into problematic ones.

Our vision for a better tomorrow is a society without irresponsible drinking. No drinking and driving. No underage drinking. Just moderate consumption and enjoyment.

In this area, we focus on choice and collaboration. On providing options that help consumers make informed and responsible choices. And on collaboration with partners who can help us address and prevent alcohol-related harm.

Our targets



  • 100% of our markets improve on responsible drinking year on year
  • 100% availability of alcohol-free beer (AFB) 
  • 100% responsible drinking messaging through packaging and brand activations
  • 100% of our markets run partnerships to support responsible consumption

Playing our part

In 2016, Carlsberg Singapore collaborated with the Traffic Police and Singapore Road Safety Council to organize an annual Anti-Drink Drive Campaign to remind and discourage those who consume alcoholic drinks from driving or riding.  Posters of the Anti-Drink Drive campaign were put up in eye-catching areas around Singapore, reaching out to drinkers to get home safely.

In recognition for Carlsberg Singapore’s contribution, we received a plaque of appreciation from Mr Desmond Lee, Senior Minister of State, Ministry of Home Affairs and Ministry of National Development.

This success reinforced our commitment in driving the responsible drinking message aligned with our corporate strategy and also with the Government’s direction which have since imposed stiffer penalties to serve as a strong deterrent against drink-driving.

Click here to find out more about the plans and initiatives within the Carlsberg Group.

Daniel Chia, Head of Human Resources and Corporate Affairs receiving the token of appreciation from Mr Desmond Lee, Senior Minister of State, Ministry of Home Affairs and Ministry of National Development

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Our collaboration with Traffic Police & Singapore Road Safety Council to bring you the following Community Messages:

100% choice, 100% responsibility

In order to support our ambition of zero irresponsible drinking, we are committed to offering a broad palette of choices.  

Choices that consumers can turn to on different occasions. This means making alcohol-free beers more widely available and providing consumers with information about responsible drinking, nutrition and ingredients — both on our packaging and online.

Thirsty for more?

Explore our other ambitions