1. Responsible Drinking
Simon Hoffmeyer Boas
Carlsberg Group
CSR Unit
Contact the CSR unit:
CSR@Carlsberg.com
Learn more about the Carlsberg Group’s work with CSR:
www.carlsberggroup.com/CSR

2. This is Carlsberg today
No. 1
in Northern & Eastern Europe and
fourth largest brewer in the world
150
markets around the world
500
different beer brands
43,000
employees on three continents
13,700,000,000
Litres of beer sold in 2009
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3. ”The fastest growing beer company
in the world’
Carlsberg Group 1999 Carlsberg Group 2010
Market share Market share
Market leader Market leader
Top 2-4 Top 2-4
• Increased social and environmental footprint
• Higher exposure = higher risks
• Increased stakeholder expectations
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4. 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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5. Some CSR topics in the beverage industry
Responsible Stakeholder
Supply Chain Child Labour
marketing expectations
Labour & Organic
GMO Obesity
Human Rights products
Corporate Carbon
Water Safety
Governance Labelling
Agriculture Energy Bribery Overtime
Climate Responsible Economic Indigenous
Change Drinking Impact societies
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6. Do we really mean it?
• Is it really our intention to promote responsible drinking?
• What do you think we prefer?
• Increased negative media attention • Increased positive media attention
• Increased regulation • Unchanged or less legislation
• Accidents due to drunk driving • Fewer accidents due to drunk driving
• Violence in the streets • Safe streets
• Children drinking alcohol (in public) • Moderate consumption by adults
• Angry parents blaming the industry • Cooperative parents who educate their
children
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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7. We are part of the issue, and want to be part of
the solution!
Carlsberg
Governments Parents
Misuse of
alcohol
Competitors WHO
Brewers
associations
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8. Responsible Drinking
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
1 Underage drinking purchasing alcohol should consume our
alcoholic products
2 Binge drinking • Don’t drink too much at one occasion
3 Drinking and driving • If you drink, don’t drive!
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9. Responsible Drinking
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
1 Underage drinking purchasing alcohol should consume our
alcoholic products
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10. What is Carlsberg doing?
- Preventing underage drinking
Russia – Beer Patrols
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:
http://www.carlsberggroup.com/csr/map/pages/beer_patrol.aspx
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11. What is Carlsberg doing?
- Preventing underage drinking
Denmark – ‘Grøn Koncert’
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:
www.carlsberggroup.com/csr
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12. Responsible Drinking
We promote responsible drinking because it is the right thing to do,
and because it makes business sense to do so!
2 Binge drinking • Don’t drink too much at one occasion
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13. What is Carlsberg doing?
- Discouraging binge drinking
Finland –
Award winning advertising campaign in
Finland targeted at the binge drinking
culture and underage drinking.
More info:
http://www.carlsberggroup.com/csr/map/pages
/Drunk_Youre_a_Fool_Campaign.aspx
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14. Responsible Drinking
We promote responsible drinking because it is the right thing to do,
and because it makes business sense to do so!
3 Drinking and driving • If you drink, don’t drive!
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15. What is Carlsberg doing?
- Preventing drunk driving
Carlsberg Croatia – Free transport at
festivals
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:
http://www.carlsberggroup.com/csr/map/pages/dont_drink_and_drive.as
px
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16. Responsible Drinking
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
1 Underage drinking purchasing alcohol should consume our
alcoholic products
2 Binge drinking • Don’t drink too much at one occasion
3 Drinking and driving • If you drink, don’t drive!
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17. Page 17

18. Learn more about Carlsberg’s work with CSR at:
www.carlsberggroup.com/CSR
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19. Environmental Strategy: ambition and targets
To sustain our industry leadership and be the most efficient global brewer
1 when it comes to our production’s performance on water and energy
use and greenhouse gas emissions.
WATER Carlsberg CO2 Carlsberg ENERGY Carlsberg
Target Target Target
2008 2008 2008
2012 2012 2012
hl/hl 3,7 3,3 Kg co2/hl 9,6 8.8 kWh/hl 30,9 < 30,0
2 To reduce packaging and promote reuse and recycling of packaging
material.
To engage with communities where we are located and understand how
3 we best can support managing their watersheds.
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