Promote responsible alcohol consumption

For the vast majority of our customers, beer is an innocent pleasure that helps make their lives more pleasurable. And we would like it to stay that way. Naturally, selling beer is Grolsch's core business, and we aim to sell as much as possible. However, at the same time we also want to remain vigilant about the potential harmful effects of irresponsible alcohol consumption, particularly amongst teenagers, pregnant women and in traffic. Nevertheless, at Grolsch we need to live up to our responsibility, as our role is to provide thorough and accurate information and to behave in a responsible manner.

Grolsch is a strong advocate of self-regulation and enforcement. We believe that banning alcohol advertising, raising duties on beer and introducing legal restrictions on the availability of alcoholic drinks are not the best way to combat alcohol abuse. Instead, only an approach that focuses on the target group can ensure that those beer lovers who drink moderately and responsibly can continue to do so in future.

About Alcohol

Our activities

Grolsch participates in a variety of initiatives intended to combat alcohol abuse and promotes a number of activities specifically aimed at encouraging responsible drinking:


  • Support for the campaign: 'Brewed for you with pride. No 18? No alcohol.'
  • Support for the designated driver campaign to combat drink-driving. 
  • Support for the age-limit/ID campaign for CBL, the Dutch association of food & drink retailers, requiring under-20s who buy alcohol in supermarkets to show their ID. 
  • Assessment of all commercial advertisements by an internal committee to check compliance with the National Advertising Code for Alcoholic Drinks. 
  • Participation in debates with municipalities, local politicans etc. 
  • Support for regional initiatives, e.g. HappyFris to combat alcohol abuse by younsters.
  • Training for employees to establish the right mindset, increase their knowledge and play the role of ambassador.
  • Grolsch alcohol guidelines for employees.
  • Grolsch partner of Veilig Verkeer Nederland.

Foetal Alcohol Syndrome (FAS)

It is estimated that more than five hundred children in the Netherlands are born each year with Foetal Alcohol Syndrome (FAS). This syndrome is the result of alcohol consumption during pregnancy. In December 2016, the FAS project published the book Waanzinnige Verhalen (“Crazy Stories”). In this book, people describe what it is like to live with FAS. In various target groups, the book contributes to further increasing the recognition and awareness of FAS in the Netherlands. Grolsch contributed financially to this book and used its communication channels to raise awareness of the book. Grolsch also contributed to the documentary 'FAS een stil drama' (FAS a quiet drama). In this way, we would like to convey the message that drinking alcohol during pregnancy is an utterly irresponsible choice.



Documentary FAS een stil drama

Advertisement aimed at minors

As stated in the policy on commercial communication and in the Dutch Advertising Code for Alcoholic Beverages, Grolsch ensures that the advertisements reach as few as possible minors (18-). The advertising codes specify that the messages can reach up to 25% of minors (> 75% 18+).

Over the past year, Grolsch has achieved an 18+ percentage of 87, 1% with all of its media (TV, radio, print, digital channels). Grolsch's policy is aimed at a constant improvement of this percentage, with the SMRC's review of both the expression and the medium being a very important factor.

Attention pionts remain, in particular, the various social media channels of which Grolsch only uses if they are provided with a decent age gate. Channels that do not comply here are excluded from using Grolsch expressions.