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Responsible Drinking
Simon Hoffmeyer BoasCarlsberg GroupCSR Unit
Contact the CSR unit: [email protected]
Learn more about the Carlsberg Group’s work with CSR:
www.carlsberggroup.com/CSR
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This is Carlsberg today
No. 1in Northern & Eastern Europe and fourth largest brewer in the world
43,000
150
employees on three continents
markets around the world
500different beer brands
13,700,000,000Litres of beer sold in 2009
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”The fastest growing beer company in the world’
Market leader
Top 2-4
Market share
Market leader
Top 2-4
Market share
Carlsberg Group 1999 Carlsberg Group 2010
• Increased social and environmental footprint
• Higher exposure = higher risks
• Increased stakeholder expectations
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Carlsberg Group Ambition
• Attractive to consumers and customers
• Attractive to employees
• Attractive to suppliers and business partners
• Attractive to investors
• The Carlsberg Group does not only want to grow, but to grow responsibly
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Some CSR topics in the beverage industry
Responsible
marketing
Responsible
Drinking
Water
Agriculture
Climate
Change
Supply Chain
Organic
products
Labour &
Human Rights
Safety
Energy
Child Labour
Bribery
Obesity
Stakeholder
expectations
Economic
Impact
GMO
Corporate
Governance
Carbon
Labelling
Overtime
Indigenous
societies
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Do we really mean it?
• Increased negative media attention
• Increased regulation
• Accidents due to drunk driving
• Violence in the streets
• Children drinking alcohol (in public)
• Angry parents blaming the industry
• Increased positive media attention
• Unchanged or less legislation
• Fewer accidents due to drunk driving
• Safe streets
• Moderate consumption by adults
• Cooperative parents who educate their children
• Is it really our intention to promote responsible drinking?
• What do you think we prefer?
We promote responsible drinking because it is the right thing to do, and because it makes business sense to do so!
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We are part of the issue, and want to be part of the solution!
Governments
Competitors
Brewers associations
WHO
Parents
Carlsberg
Misuse of alcohol
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Responsible Drinking
Underage drinking
Binge drinking
Drinking and driving
1
2
3
• Don’t drink too much at one occasion
• If you drink, don’t drive!
We promote responsible drinking because it is the right thing to do, and because it makes business sense to do so!
• No one below the legal age for purchasing alcohol should consume our alcoholic products
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We promote responsible drinking because it is the right thing to do, and because it makes business sense to do so!
Responsible Drinking
Underage drinking1• No one below the legal age for
purchasing alcohol should consume our alcoholic products
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Beer Patrols – Task forces consisting of Baltika Breweries’
employees and local celebrities that ‘patrol’ at festivals to
ensure that no beer is sold to people under the legal
drinking age.
Since 2006, the company has for example distributed more
than 200,000 signs, stickers, "Selling beer to minors is
prohibited in retail outlets”.
More info:
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What is Carlsberg doing?- Preventing underage drinking
Russia – Beer Patrols
http://www.carlsberggroup.com/csr/map/pages/beer_patrol.aspx
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Bracelets – All participants in the ‘Grøn koncert’
above 18 were given a bracelet. If you did not have a
bracelet, you were not able to purchase beer.
More info:
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What is Carlsberg doing?- Preventing underage drinking
Denmark – ‘Grøn Koncert’
www.carlsberggroup.com/csr
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Responsible Drinking
Binge drinking2 • Don’t drink too much at one occasion
We promote responsible drinking because it is the right thing to do, and because it makes business sense to do so!
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What is Carlsberg doing?- Discouraging binge drinking
Award winning advertising campaign in
Finland targeted at the binge drinking
culture and underage drinking.
More info:
Finland –
http://www.carlsberggroup.com/csr/map/pages
/Drunk_Youre_a_Fool_Campaign.aspx
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Responsible Drinking
Drinking and driving3 • If you drink, don’t drive!
We promote responsible drinking because it is the right thing to do, and because it makes business sense to do so!
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What is Carlsberg doing?- Preventing drunk driving
As the sponsor of the Tuborg Green Festivals, Carlsberg
Croatia is also providing free transportation to the festivals
to reduce the incidents related to drink driving
More info:
Carlsberg Croatia – Free transport at festivals
http://www.carlsberggroup.com/csr/map/pages/dont_drink_and_drive.as
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Responsible Drinking
Underage drinking
Binge drinking
Drinking and driving
1
2
3
• Don’t drink too much at one occasion
• If you drink, don’t drive!
We promote responsible drinking because it is the right thing to do, and because it makes business sense to do so!
• No one below the legal age for purchasing alcohol should consume our alcoholic products
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Learn more about Carlsberg’s work with CSR at: www.carlsberggroup.com/CSR
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Environmental Strategy: ambition and targets
To sustain our industry leadership and be the most efficient global brewer when it comes to our production’s performance on water and energy use and greenhouse gas emissions.
1
To reduce packaging and promote reuse and recycling of packaging material.2
To engage with communities where we are located and understand how we best can support managing their watersheds.3
WATER Carlsberg
2008Target
2012
hl/hl 3,7 3,3
CO2 Carlsberg
2008Target 2012
Kg co2/hl 9,6 8.8
ENERGY Carlsberg
2008Target 2012
kWh/hl 30,9 < 30,0
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