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Our beers are at the heart of social occasions and we want them to be enjoyed responsibly. 

Partnerships are key to our approach. We collaborate with governments, customers, other key stakeholders and industry partners to identify where irresponsible drinking takes place and to enable, inform, educate and encourage consumers to drink responsibly.




  • 100% of our markets improve on responsible drinking year on year
  • 100% availability of alcohol-free brews (AFB)
  • 100% responsible drinking messaging through packaging and brand activations
  • 100% of our markets run partnerships to support responsible consumption

Our approach towards ZERO

We aim to ensure that our products are always enjoyed responsibly, by enabling, informing and encouraging consumers:



Offer a wider set of alcohol-free choices that consumers can turn to on different drinking occasions. 

We achieved 7% volume growth in alcohol-free brews during 2019.



Inform positive drinking choices by providing responsible drinking information on packaging and online.

In 2019, 99% of packaging carried messages advising consumers not to drink-drive and not to drink when underage or pregnant.



Encourage consumers to make positive drinking choices through dialogue and engagement.

On Global Beer Responsibility Day 2019, activations in markets around the world reached 57 million consumers with messages and advice on responsible drinking.

Supporting global goals

In our efforts to prevent alcohol misuse, we support Sustainable Development Goal 3. More specifically, we contribute to target 3.5: to strengthen the prevention of harmful use of alcohol. And through our ‘don’t drink and drive’ campaigns, we contribute to target 3.6: to halve the number of deaths and injuries from road traffic accidents.

Partnering Towards ZERO irresponsible drinking

Alcohol-free beer on tap

Partnerships with our customers are vital for meeting our 2022 target of making alcohol free beer 100% available. This restaurant in Stockholm, Copine, offers alcohol-free beer on draught, delivering the authentic experience of freshly-poured beer without the buzz.


growth of our alcohol-free brews globally.


of our packaging globally now lists ingredients.


of our products carry responsible drinking messages.

Thirsty for more?

Explore our other ambitions