Responsible consumption

We cooperate with several national and international beverage industry organizations and associations to promote responsible product development that supports human well-being and encourages moderate alcohol consumption. We guide consumers to enjoy alcohol and other products in moderation, while also recognizing that some people choose to abstain from alcohol. In line with our strategy, we are continuously expanding our range of non-alcoholic products.

Responsible Consumption

• We promote a responsible and balanced drinking culture.
• We focus on supporting moderate consumption by offering alcohol-free and low-alcohol beverages as well as sugar-free and reduced-sugar products.
• We provide products in smaller packaging sizes to support responsible consumption.
• Our advertisements do not promote excessive consumption or depict people in a positive light when consuming alcohol rapidly or in large quantities.
• Each year, we support initiatives that promote responsible alcohol consumption. Since 2016, A. Le Coq has partnered with the midsummer campaign Selge Grupijuht (“Sober Group Leader”) initiated by Kuku Radio. For us, it is important to raise broader public awareness that alcohol consumption and driving do not go together.