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Ambition
As a family business, we feel responsible for the world around us. The responsible handling of alcohol is inextricably linked to this. The importance of responsible drinking is something we actively communicate to all our employees, business partners and customers. In this, we collaborate closely with other parties and sector associations, such as STIVA. As an enterprising brewer, we also innovate in the fields of non-alcoholic and low-alcohol beers and offer an impressive range.
Results 2023
Read more about our results on the subject of responsible drinking in 2023.
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Responsible Marketing and
Communication Code -
Innovations and investments in our non-alcoholic and low-alcohol portfolio
We find it self-evident to work according to our internationally applicable Responsible Marketing and Communication Code, which we introduced in 2019. This code continued to form the basis of all our manifestations anywhere in the world in 2023.
The Responsible Marketing and Communication Code states, among other things, that we provide all our packaging with clear pictograms warning of the dangers of alcohol consumption. In addition, we only aim our campaigns at those who are of legal age (minimum 18 years) and permitted to consume alcohol. Even in countries where no minimum is set. We believe it is important to adhere to our own, sometimes stricter principles in addition to local laws and regulations.
In 2020, we invested in a brewing installation that allows us to brew a wide range of non-alcoholic and low-alcohol (specialty) beers. Without compromising on taste, aroma or the quality of the foam head.
In 2023, the results are once again pretty good; we introduced Rodenbach Fruitage 0.0% in the Netherlands and ran the successful Bavaria Fruity Rosé summer campaign. Uiltje Superb-Owl (0.2%) won three awards in leading beer competitions.
Our portfolio now includes a wide range of non-alcoholic and low-alcohol beers; from 0.0% white to IPA, from Trappist beer to Radler and from low-alcohol blonde to amber. In this way, we offer the beer lover a fully-fledged alternative in the non-alcoholic and low-alcohol segment, even when it concerns specialty beers.
Table: Percentage of non-alcoholic or low-alcohol beers
International Responsible Drinking
In the various countries in which we are active, we encourage and work on responsible drinking. We do this both independently and in collaboration with other brewers. It feels that we have a mutual responsibility in letting consumers experience that there are good alternatives for alcoholic beers. People must be provided with the right information enabling them to make a responsible choice themselves. By doing this as a sector our impact will be greater.
Every market in which we operate is different. As a result, our approach to responsible drinking varies per country. We will continue to innovate; based on the need we will respond to the market with these non-alcoholic and low-alcohol innovations.
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Belgium
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France
Back in 1990, brewery Palm was the first to launch the non-alcoholic specialty beer Palm Green, later known as Palm 0.0. From this expertise followed the launch of Estaminet 0.0 and Cornet Alcohol-free. In the spring of 2024, Fruitage by Rodenbach 0.0% will also make its appearance in Belgium.
Based on our belief that non-alcoholic beers fit a healthy lifestyle, we are further committed to promoting them. We are part of the Dutch Brewers who support the “BOB” campaigns. We also prominently display our non-alcoholic beer range at the Great Breweries Marathon, the gravel event Gravalhalla and Horeca Expo, the professional trade show for on-trade entrepreneurs, among others.
In France, we are present with our beers at festivals and events. Our non-alcoholic beers are always part of our assortment there.
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Ethiopia
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Exporting our beers
- In March 2023, we entered the non-alcoholic beer segment of the Japanese market with Bavaria 0.0%. We meet the needs of the increasingly health-conscious Japanese consumer with this beer.
- We made preparations to further expand our position in the United Kingdom with Bavaria 0.0% beer.
- In several export markets we expanded our Bavaria 0.0% portfolio with the Ginger Lime and Fruity Rosé variants in 2023.
- As part of our partnership with Comrades Ultramarathon, South Africa’s largest sporting event, we were also present at the marathon in 2023 with Bavaria Malt.
- Finally, in China, we are committed to fighting excessive alcohol consumption as the non-alcoholic category doesn’t actually exist yet. Through shelf promotions at retailers, we are trying to introduce Chinese consumers to non-alcoholic beer.
In Ethiopia, we still have a long way to go in terms of responsible drinking. We are working hard to create awareness around alcohol use and its consequences. Especially driving, or going to work, after drinking alcohol is something that is still common in Ethiopia. Through social media, emails and information boards, we inform our employees about this issue.
We also provided training on driving and working under the influence to drivers and other employees in 2023. We also conduct alcohol testing of drivers, forklift drivers and brewery employees. If the test is positive, employees will not be allowed to get behind the wheel or into the site to work. We provide the packaging of all our products with clear pictograms warning of the dangers of driving under the influence, drinking while pregnant or drinking under the age of 21.