Responsible choices

Responsible Choices


We want our products to be an enjoyable part of our consumers’ lives. This is fundamental to how we do business and why we choose to inspire our consumers to drink better. To support this vision, we will further innovate the non-alcoholic part of our portfolio to offer consumers more choice that suits different consumption patterns. 


We aim to achieve a 20% share of non-alcoholic products* in our portfolio by 2030. In addition, we will continue to strongly advocate for a responsible approach to the promotion and consumption of our products, building on the remarkable progress we have achieved in our markets.

Meaningful consumer information to enable responsible choices continues to be a priority.

We are proud that 100% of our labels and brand communication bear responsibility messages to address underage drinking, drinking while driving or drinking during pregnancy, in addition to listing calories and ingredients.

Through IARD, we committed to accelerating efforts in tackling underage drinking. We have come a long way, but it is clear that alone we cannot change social and cultural norms that are tolerant of irresponsible drinking. We need accelerated efforts from all parties involved, which is why we will continue to activate stakeholders to tackle these issues and work with our partners locally. We have set up a website dedicated to this purpose, Since 2016, we have provided ingredients and a nutritional declaration for all our brands either on labels or through this website