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ActivitiesReduction in Inappropriate Drinking

In order to realize the Asahi Group Responsible Drinking Principles, we continue activities to increase all Asahi employees' awareness to ensure they stay up to date with correct knowledge and information about alcohol and health. We are also pursuing a number of initiatives to eliminate inappropriate drinking as awareness-raising activities.

To eliminate inappropriate drinking, we cooperate with other companies in the alcoholic beverage industry and trade associations and make efforts to resolve alcohol-related problems in society on a global level.

Educational and Awareness-raising Efforts to Encourage Appropriate Drinking Among Consumers and Society

To encourage moderate and responsible drinking in society and among consumers, the Asahi Group is working on education and public awareness activities to increase knowledge about drinking and to help prevent and reduce alcohol-related issues such as drink driving, underage drinking, drinking during pregnancy and breastfeeding, and binge drinking.
Each group company works to develop these activities and initiatives effectively and glocally to embody the Principles in conformity with the legal systems, culture, and customs in each country and region.

The Implementation of Respect 18, a Program for the Prevention of Underage Drinking

Asahi Europe and International implements the Respect 18 program aimed at discouraging underage drinking and strengthening the legal prohibition of the sale or provision of alcohol to underage people. The program is a regional, joint project involving Plzeňský Prazdroj, a company operating in the Czech Republic and the Slovak Republic, NGOs and local governments.

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Efforts to Prevent Fetal Alcohol Spectrum Disorder (FASD)

Asahi Holdings (Australia) voluntarily places pregnancy warning labels on its products in an effort to prevent fetal alcohol spectrum disorder (FASD) and works on campaigns to reduce inappropriate drinking with DrinkWise., an Australian social reform organization established to foster a healthier and safer drinking culture.

Efforts to Prevent Fetal Alcohol Spectrum Disorder (FASD)

Circulation of the Tool “What Would You Do? What Could Happen? – Learn about Alcoholic Beverages.”

As a part of its educational activities to prevent under-aged drinking (less than 20 years of age), Asahi Breweries, Ltd. in Japan developed in July 2007 an educational tool for primary school students entitled, “What would you do? What could happen? – Learn about alcoholic beverages.” It is distributed without charge to anyone who requests it. This four-page handy brochure can be used to supplement classroom material or school educational activities.
The brochure was extensively revised in November 2017 to improve clarity and to create a more family-oriented tool with additional content for parents and guardians. As of the end of December 2020, 821,300 brochures have been distributed to primary, junior high and senior high schools throughout the country.
In March 2008, the tool won the Outstanding Performance Award in the Printed Material Division of the 6th Consumer Education Material Recognition sponsored by Supporters for Consumers. In 2009, this tool received the Special Prize after being selected out of the 2008 Outstanding Performance Award winners.

The Tool “What Would You Do? What Could Happen? – Learn about Alcoholic Beverages.”
Circulation of the Tool
2016 2017 2018 2019 2020
32,294 72,264 40,124 31,352 18,890

The tool may be requested here. (Japanese only)

“Towards a Good Relationship with Alcohol,” a Special Website

Asahi Breweries, Ltd. manages the website “Towards a Good Relationship with Alcohol” that can be accessed by all people who are interested in learning more about alcohol, starting from under-aged (less than 20 years of age) who have yet to develop a taste for drinking to the elderly who are well-versed in it. By blending in text and illustrations from research case studies that are based on specific data, we oppose dangerous drinking patterns, and point out healthy ways to enjoy alcohol in an easy-to-understand manner.

Defining Four Points for Online Drinking Parties

In response to our new culture of holding drinking parties online, Asahi Breweries, Ltd. has defined “Four Points for Online Drinking Parties” to encourage appropriate drinking practices. These Points have been recommended for such occasions as the Asahi Super Dry Virtual Bar, online drinking parties that were held in April and May 2020.

Four Points for Online Drinking Parties

Add to the enjoyment of drinking good alcoholic beverages

  1. Refrain from excessive drinking for an extended period;
  2. Be considerate to each other and drink at your own pace;
  3. Do not force someone to drink quickly nor a large amount of alcohol, and do not do so yourself; and
  4. Drink at a gentle pace and with meals.

Reinforcing Measures to Raise Employees' Awareness

The Asahi Group established its Responsible Drinking Ambassador global slogan to widely communicate the importance of appropriate drinking, encourage the practice of appropriate drinking in people's everyday lives, and is pursuing initiatives aimed at raising our employees' own awareness of the importance of responsible drinking.

Asahi Breweries, Ltd.

In 2016, Asahi Breweries, Ltd. launched an “e-Learning about Alcohol” program targeting all Asahi Breweries employees in Japan. In 2018 the program was expanded to cover all 11 alcohol-related subsidiaries of Asahi Breweries, Ltd. In 2020, the program was expanded to all non-alcohol subsidiaries, such as Asahi Soft Drinks Co., Ltd. and Asahi Group Foods, Ltd., and 13,500 people, almost equivalent to all of the employees* of the Asahi Group companies in Japan, have participated in the e-learning program.
*The employees in an environment where e-learning is possible

When employing new graduates, Asahi Breweries, Ltd. uses an online training system to provide training about responsible drinking. The online training program explains drinking tips for new employees and Asahi Breweries' commitment to the popularization of responsible drinking throughout society, in an effort to enhance the staff's understanding to the level expected of anyone working for an alcohol company.

Asahi Europe and International

Asahi Europe and International provides all of its new employees with training regarding responsible drinking and updates this training every three years. Its employees engaging in marketing-related work are provided with e-learning programs to deepen their understanding of the company's marketing policies.

Asahi Holdings (Australia)

Asahi Holdings (Australia) develops Responsible Drinking training materials for all of its employees and provides high-quality training materials to support its sales and marketing teams.

Responsible Marketing Activities

Third-party Monitoring

A third-party organization, the Alcohol Advertising Review Committee, regularly monitors alcohol advertising in Japan.
In addition, the local advertising councils, external monitoring agencies, monitor alcohol advertisements and issue annual reports in European countries for the purpose of ensuring ethical advertising.
Based on third party monitoring, the Asahi Group ensures that it is responsible in its marketing activities.

Developing Voluntary Standards and Policies

The Asahi Group has directed its marketing activities to encourage moderate and responsible drinking and to reduce harmful drinking. Based on the “Asahi Group Responsible Drinking Principles,” each operating company develops a policy and voluntary standards in conformity with the legal systems, culture and customs in its respective region and country and develops responsible marketing activities glocally.

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Initiatives in the Field of Digital Marketing

The Asahi Group works with other affiliate companies of the International Alliance for Responsible Drinking (IARD) to prevent minors from viewing alcohol-related websites and social media content in the increasingly visible digital field based on the alliance's Digital Guiding Principles.
Specifically, on websites and social media brand sites, we take action on the following five items.

Five Initiatives Based on the IARD Digital Guiding Principles
  1. Age-affirmation mechanism(Age Gate, confirming that a visitor is an adult before viewing information related to alcoholic beverages)
  2. Statement by the brand owner of the site (explicitly stating that the site is an official site)
  3. Warning that inappropriate user posts will be deleted (User Generated Content; “UGC”)
  4. Descriptions prohibiting sharing with minors (Forward Advice Notice; “FAN”)
  5. Message calling for moderate and responsible drinking (Responsible Drinking Message; “RDM.”)

Cooperation with Other Companies in the Alcoholic Beverage Industry and Alcohol Trade Associations

Cooperation with International Alliance for Responsible Drinking (IARD)

The Asahi Group has long recognized the necessity of taking initiatives from a global perspective instead of viewpoints alone in one country. In 2001, Asahi Breweries, Ltd. joined the International Center for Alcohol Policies (ICAP), an international NPO, and has since been striving to solve alcohol-related problems by proposing policies and taking other measures in cooperation with other companies in the alcoholic beverage industry and alcohol trade associations.

In January 2015, ICAP integrated with the Global Alcohol Producers Group, which was established in 2005 to create opportunities for dialogue between major worldwide leading alcohol producers and alcohol production unions with the World Health Organization (WHO) to newly create the International Alliance for Responsible Drinking (IARD). The IARD is involved in projects mainly concerned with appropriate drinking awareness activities, research regarding alcohol measures in different countries, the publishing industry and organizing forums.

As one of the 12 global alcohol beverage producers that are current members of the IARD, the Asahi Group is a signatory to the IARD PRODUCERS' COMMITMENTS and is undertaking measures to meet those commitments.


  1. Reducing underage drinking
  2. Reducing drinking and driving
  3. Strengthening and expanding marketing codes of practice
  4. Providing customer information and responsible product innovation
  5. Enlisting the support of retailers to reduce harmful drinking
IARD's Primary Activities

In September 2018, IARD issued a report on initiatives related to prevention of harmful drinking and strengthening of voluntary industry standards. The report introduces the education activities of Asahi Breweries, Ltd. to raise awareness about the harms of under-aged drinking (less than 20 years of age) and Asahi Europe and International's initiatives to promote alcohol-free pregnancies. The marketing policies of Asahi Europe and International is also covered.

In November 2019, IARD began collaborating with Facebook (including Instagram), Snapchat, YouTube and other digital platforms to build a safeguard to prevent underage people to view alcohol ads. IARD and the digital platforms have worked together to introduce a system enabling users to opt out of alcohol-related advertising. IARD calls on other digital platforms to consent to and follow these activities for responsible marketing.

In January 2020, the 12 IARD member companies released a joint statement: “Actions to accelerate reductions in underage drinking.” The Asahi Group, in conjunction with IARD and its member companies, will tackle these five specific actions.

Actions to Accelerate Reductions in Underage Drinking

  1. By 2024, we will introduce a legal age-restriction symbol or equivalent words on all of our alcohol brand products (including on alcohol-free extensions of alcohol brands).
  2. We do not, and will not, market alcohol-free extensions of alcohol brands to minors.
  3. We will implement online safeguards to prevent minors from seeing or interacting with our alcohol brands online.
  4. We will invite retailers, wholesalers, and distributors to work with us to determine how to implement best-practice initiatives globally relating to age verification.
  5. We will invite online retailers and delivery services to join us in developing global standards for the online sale of alcohol.

In January 2021, IARD issued a joint statement together with e-commerce platforms and delivery companies regarding a new global alliance to promote the responsible sale and delivery of alcohol online. As the e-commerce market expands, underage drinking is increasingly posing a problem. The goal of the alliance is to prevent underage people from purchasing alcoholic beverages online and to provide strong standards for the responsibility to prevent harmful drinking.

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Cooperation with the Brewers Association of Japan

In collaboration with the Brewers Association of Japan, which includes five Japanese beer brewers, Asahi Breweries, Ltd. advances many various efforts such as the encouragement of appropriate drinking.
In 2005, the Brewers Association of Japan launched a project discouraging people under 20 from drinking alcohol. The project was endorsed by five major beer brewers in Japan.
The Hodoyoi Joshi Project was launched in 2017 to encourage women to limit their alcohol intake to a moderate level. The program supporting and raising awareness of women's appropriate drinking is provided to participating companies, with the goal of helping today's women ensure they maintain proper knowledge of alcohol and establish and maintain an enjoyable, appropriate and moderate relationship with alcohol.


Logo of “STOP! Under-Aged Drinking (less than 20 years of age)”

Cooperation with the Brewers of Europe

Asahi Europe and International is a permanent Brewers of Europe council member, a not-for-profit association in European brewing sector. As such Asahi Europe and International fully promises to tackle the serious issue of alcohol misuse in cooperation with national governments, local authorities, health professionals, road safety agencies, civil society and industry partners. European beer brewers are implementing the revolutionary #ProudToBeClear initiative with the goal of enhancing the transparency of ingredient and calorie labelling to enable consumers to make fact-based choices when purchasing products. Asahi Europe and International has also signed on to this initiative.

The Brewers of Europe

Cooperation with Retail Drinks Australia

Asahi Holdings (Australia) cooperates with Retail Drinks Australia, a national industry body representing retail liquor stores, in the maintenance of and compliance with the Online Retail Code and the management of e-commerce standards for the sale of alcoholic beverages.


Disclosure of Research Findings on Alcohol

The Asahi Group conducts research on alcohol metabolism and its physiological impacts, aiming to prevent social and health problems caused by drinking and build a better drinking culture. We are proactive in disclosing these research findings externally to make our efforts widely known among our stakeholders and receive the understanding and opinions of researchers specializing in physiological and medical research on alcohol.

We will continue to analyze in detail how the individual constitution and conditions of alcohol intake affect alcohol metabolism and the change in physiology, and we will edify our customers on moderate and responsible drinking based on those findings.

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