In September 2015, the Carlsberg Group joined with other global brewers, local brewers and beer associations to mark the first Global Beer Responsibility Day (GBRD), a worldwide initiative to highlight collaborative efforts to promote responsible beer consumption and address issues around alcohol misuse.
GBRD is the largest initiative of its kind in the brewing industry’s history. Across the industry, more than 100,000 employees in 62 countries were involved in executing ID checking programmes at around 650,000 retail points, providing advice and training for servers and sellers, and conducting targeted education campaigns that reached in excess of 8,000,000 people.
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.
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.
Issues leading to irresponsible drinking are complex, and there is no universal solution. We look forward to continuing the global collaboration in this area. We know that by making Global Beer Responsibility Day a truly collaborative effort, we will achieve broader reach and greater impact.