Carlsberg supports Global Standards Coalition

Carlsberg Group has reaffirmed its commitment to responsible drinking by joining the Global Standards Coalition, an initiative led by the International Alliance for Responsible Drinking (IARD). The coalition, launched in 2023, brings together over 100 global stakeholders from across the alcoholic beverage ecosystem, including leading beer, wine, and spirits producers, major retailers, e-commerce platforms, advertising agencies, sports bodies, travel retail, hospitality sectors, self-regulatory agencies, and digital platforms.

The collective goal is to reduce harmful alcohol use worldwide by elevating industry standards and fostering cross-sector collaboration. Key focus areas of the coalition include preventing alcohol sales to minors or intoxicated individuals, curbing underage advertising exposure, empowering frontline staff through responsible service training, and supporting the rights of individuals who choose not to consume alcohol.

A newly released report titled “Standards in Action” showcases how industry leaders are implementing innovative strategies to promote responsible consumption. Carlsberg Group is spotlighted in the report through a case study from Sweden.

In 2024, Carlsberg Sweden launched a creative campaign called "Don't Drink and Fish", aimed at discouraging alcohol consumption during fishing, a popular Swedish pastime. Highlighting the dangers of mixing alcohol with recreational fishing, the campaign introduced “DrunkenBait,” a fishing lure designed to mimic the movements of a drunken fisherman. Developed in collaboration with professional angler Claes Claesso and the national organisation Sportfiskarna, the initiative raised awareness through humor and relevance, reinforcing Carlsberg's commitment to safety and responsibility.