Creative Ideas Around the World
In Italy, Birrificio Angelo Poretti invited visitors to its stand at the Milan International Expo to perform everyday activities while wearing “beer goggles” that simulated the experience of being drunk. In Malaysia, “ambassadors” promoted responsible drinking at one of the country’s highest-profile shopping centres. In Russia, Baltika Breweries and the Russian Beer Union made presentations to over 80,000 retailers, sales personnel and consumers on preventing the sale of alcohol to minors.
Carlsberg without the ''Car''
For the Carlsberg Group, GBRD is just one element of its year-round commitment – both locally and globally – to promote responsible consumption of its products. Carlsberg organised GBRD activities in 10 markets globally, involving more than 5,500 employees and 100,000 retailers, and reaching some 1.5 million consumers.
In Copenhagen, the Carlsberg Group’s iconic 10-metre logo at the top of its 21-storey head office building was modified to remove the “Car” from “Carlsberg”, emphasising the Group’s antidrink-driving stance. In association with the local taxi app DriVR, the local Danish operations also provided discounted taxi rides home for anyone out enjoying a drink in the capital.
''Beer plays an important role in local cultures and economies. Together with our stakeholders, we want to contribute to the positive influence of beer in society by promoting our products to be consumed responsibly as part of a balanced and healthy lifestyle.''
Cees 't Hart, President and CEO