Responsible Marketing

Focus Areas

As brewers, we take our duty to market responsibly as seriously as we take crafting delicious beer.

At a Glance

The beer industry is working hard to reduce harm and promote moderation. Our members’ marketing and communications standards demonstrate that commitment to trustworthy and responsible messaging. Check out their commitments below.

Go Deeper

“Our vision is to foster a culture of smart drinking globally. As such, we are dedicated to promoting smart consumption and reducing the harmful use of alcohol, which ties to how we market and communicate about our products.”

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AB inBev

“Through the eight principles which guide our marketing, with clear dos & don’ts under each, we are able to develop innovative, creative and entertaining marketing in the confidence that it aligns with our purpose and high standards as a responsible brewer.”

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Carlsberg

“We believe the current Code represents industry best practice and demonstrates our unwavering commitment to respectful, truthful and responsible marketing aimed at adults.”

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Heineken

“Having a beer with friends is one of life’s simple pleasures. At the same time, we recognize that irresponsible activities such as underage drinking, binge drinking or drunk driving have harmful consequences for drinkers, their families and others. Because of this, we promote only responsible drinking and discourage harmful drinking in all commercial activities.”

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Molson Coors

Reducing Harmful Drinking

Policies that nudge consumers towards lower alcohol beverages are a time-tested, evidence-based way to improve public health outcomes.