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.


What do we do?


Work with others



Alcohol misuse is a diffuse social problem and addressing it takes collaboration between all relevant stakeholders. We therefore identify partners and work with them to find common solutions.

In 2016-2021, we worked with consumer groups, NGOs, retailers, volunteer organisations, law enforcement agencies and other brewers.

See examples below:


We joined the Global Beer Responsibility Day

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From year to year, Carlsberg Ukraine and AB InBev Efes launch several efforts aiming at increasing awareness of retailers and helping parents of teenagers.

In September, employees of both companies put on branded T-shirts with appeals not to sell alcohol to underaged and visit retail outlets to remind sellers again - why no one should remain indifferent to this problem. Our representatives leave special souvenirs in the sales outlets that remind sellers about the event.

Also, in the Faceboоk we have a flash mob #be_responsible (#будьмо_відповідальні). We invite every adult to join by placing a frame with appeal on their avatars. Thus, everybody who supports the event, is able to state their position.


Check-list for parents #be_responsible

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Together with AB InBev Efes, we launched a digital project - Check List for Parents #be_responsible. For this purpose, we invited leading Ukrainian psychologists. Experts prepared a series of video recommendations that will help parents in finding an approach to their children. Not prohibiting or lecturing, but looking for reasons - that's an effective way to prevent underage from drinking alcohol.

Psychologists believe that most frequently children are pushed to drink due to lack of trust between them and parents and because of difficulties in communication. Therefore, the checklist provides practical steps that will help in building relationships with teenagers based on respect, love and trust.

Video answers to the questions:

- how to communicate with teenagers so that they will not just listen, but can hear their parents;

- what are the actions of adults that provoke children to drink;

- what should be done, if a child has an odor of alcohol in his/her breath;

- when and how to effectively talk to children about alcohol;

- how to build such relations so that a teenager will not have any interest in alcohol. 


"Say NO!" to irresponsible beer consumption. Together with AB InBev Efes Ukraine and Carlsberg Ukraine

Brewers say "NO!" to irresponsible beer consumption. In 2020, Carlsberg Ukraine and AB InBev Efes Ukraine once again joined the Global Beer Responsible Day (“World Day for Responsible Beer Consumption”, abbreviated as “GBRD”).

The result of cooperation is an educational company, designed to reduce the level of irresponsible alcohol consumption in Ukraine. Every year, the leaders of the brewing industry focus public attention on the problem of underage drinking.

In Ukraine, this problem is especially acute. Children under 18 are the most vulnerable category, whose acquaintance with alcohol often occurs through social inclination, a negative example from the older generation or non-compliance with the rules by sellers. This year, a non-standard social project from AB InBev Efes Ukraine and Carlsberg Ukraine loudly declares: “Say NO"! .

When underage friends offer to drink ...

When relatives say that the child is already an adult, so he can try ...

When a cashier in a store, without checking documents, sells alcohol to children ...

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