Carlsberg Group Sets Out Plan to Combat Irresponsible Drinking

Carlsberg Group Sets Out Plan to Combat Irresponsible Drinking

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.@CarlsbergGroup has an ambition of ZERO irresponsible drinking. Learn more: #TowardsZERO
Monday, July 31, 2017 - 8:30am

CAMPAIGN: Together Towards ZERO

CONTENT: Multimedia with summary

Beer can be enjoyed at many positive occasions, bringing people together. 

However, irresponsible drinking can turn those positive moments into problematic ones, which is why the Carlsberg Group’s 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, Carlsberg focuses on choice and collaboration: providing options that help consumers make informed and responsible choices, and collaboration with partners who can help address and prevent alcohol-related harm.

Towards 2030, Carlsberg targets 100% of its markets to improve on responsible drinking every year, and by 2022, targets 100% availability of alcohol-free beer and 100% of packaging and brand activations to include responsible drinking messages.

Carlsberg Group targets


  • 100% of 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 markets run partnerships to support responsible consumption

The targets are part of the Carlsberg Group’s new sustainability programme, Together Towards ZERO – which states the brewer’s ambitions and targets towards 2022 and 2030.

Read more about Together Towards ZERO, here.