Our beers are at the heart of social occasions, just as they have been for centuries. That is what we want. But we also want them to be enjoyed responsibly, which is why we’ve set an ambition of a society with ZERO irresponsible drinking.
By 2030, we want to see an improvement on responsible drinking in each of our markets. We will offer 100% distribution of alcohol-free brews by 2022 to expand consumer choice. We will also provide responsible drinking messaging as well as nutrition and ingredient information on our packaging and online, while forming partnerships to encourage responsible consumption.