Stimulating responsible alcohol consumption


Many consumers enjoy beer. We would like to keep it that way. Of course, we, as brewers, like to sell beer. But at the same time we want to prevent the damaging effects of irresponsible alcohol consumption. It is our task to offer reliable information and take responsibility

Grolsch is in favour of self-regulation and enforcement. We do not believe in banning alcohol advertising, increasing excise duties on beer and limiting the availability of alcoholic beverages by law. In our opinion, these are not the right measures to combat alcohol abuse. Only a targeted approach, focused on the target group, ensures that the beer lover can continue to enjoy a beer responsibly in the future.
Our Activities

Our Activities

Grolsch takes part in several initiatives to prevent irresponsible alcohol abuse and stimulate responsible alcohol consumption.


  • Support the campaign 'Met trots voor u gebrouwen. Geen 18? Geen alcohol'.
  • Support the BOB-campaign (campaign against alcohol in traffic).
  • Supporting CBL-age campaign (campaign by Centraal Bureau Levensmiddelenhandel voor show ID under 25 when buying alcohol).
  • Review of all commercial statements by an internal committee including the national Advertising Code for Alcoholic Beverages.
  • Participate in debates (with municipals, national politics, etc.)
  • Participating in activities in partnership surrounding alcohol and traffic
  • Training employees to create the right mindset, improve knowledge and fulfil a task as a brand ambassador.
  • Grolsch alcohol policies for employees.
  • Grolsch partner Veilig Verkeer Nederland.


Commercial statements in combination with minors

Commercial statements in combination with minors

With Grolsch we make sure that our commercial statements reach as little minors 9<18) as possible. The commercial code dictates that a maximum of 25% of commercial statements reach minors. Grolsch commercial statements (TV, radio, print, digital) have an 18+ percentage of 87,1%.


We continuously strive to improve this percentage. Key point in this are the social media channels. We Only use them when they enabled an age gate. Channels that cannot provide this are excluded from Grolsch statements.


No alcohol during pregnacies

No alcohol during pregnacies

We strongly advocate responsible alcohol consumption during pregnancy. Consuming alcohol during pregnancies can lead to a birth defect, for instance the Fetal Alcohol Syndrome (FAS). We want to convey that drinking alcohol during a pregnancy is an irresponsible choice.


Grolsch supports the FAS-project to create publicity and awarness about FAS in the Netherlands. We add the educational logo on our packaging and over information about FAS via This way we want to inform and educate women so they can make an informed decision.