Responsible Drinking

The Asahi Group is working globally to prevent inappropriate drinking habits and to raise awareness of appropriate drinking, aiming to realize a society in which alcohol-related issues are reduced. In addition, we are striving to realize a society that embraces diversity by offering a variety of products and drinking options.

The Global Slogan “Responsible Drinking Ambassador”

To achieve the Asahi Group Responsible Drinking Principles, the Asahi Group created the global slogan “Responsible Drinking Ambassador” in 2020.
It was created to be shared among employees of the Asahi Group as a slogan that reminds them of their mission as employees at a glance. The slogan includes the word “ambassador” to communicate the idea that the first step toward achieving the Group's Responsible Drinking Principles is each individual employee taking responsibility for their drinking behavior and acting in pursuit of the Principles.
To instill in each employee the awareness and knowledge that they must be an “ambassador,” we have begun efforts including the expansion of e-learning about responsible drinking for not only operating companies dealing in alcohol beverages, but other group companies in Japan as well.

Cooperating with IARD and Other Companies in the Alcoholic Beverage Industry and Companies in Other Industries

The Asahi Group is a member of the International Alliance for Responsible Drinking (IARD), an international non-profit organization for promoting “Responsible Drinking” on a global scale, and works in cooperation with the major global alcoholic beverage manufacturers to promote the reduction of inappropriate drinking.
The Asahi Group has endorsed “Actions to accelerate reductions in underage drinking” published by the IARD in January 2020, and is promoting initiatives aimed at reducing underage drinking, which is a global issue, in cooperation with the IARD and its member companies.

Moreover, IARD has recently been promoting efforts to reduct inappropriate drinking society at large, going beyond the boundaries of the alcoholic beverage industry. One example is working with digital platforms to create mechanisms that prevent underage people from coming into contact with alcohol advertising. Efforts have also been made in cooperation with e-commerce and delivery business platforms to create and promote new global standards that will prevent the delivery of alcohol to underage people and intoxicated people.

In addition to the IARD, the Asahi Group collaborates and cooperates with The Brewers of Europe, DrinkWise and Retail Drinks Australia in Australia, the Brewers Association of Japan, and other organizations on a variety of initiatives such as promoting appropriate drinking.