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

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