Consumers are paying more and more attention to their health and are making more conscious choices. They are therefore increasingly opting for a non-alcoholic beer. We further expanded our portfolio of 0.0% beers in 2020. We introduced Grolsch Radler Minder Zoet 0.0% and Grolsch Herfstbier 0.0%. With these introductions we are responding to the growing popularity of non-alcoholic beers in the Netherlands. We now have seven alcohol-free beers in our portfolio.

Grolsch takes a proactive approach to communicating about responsible alcohol consumption. There are multiple ways in which we share the importance of drinking beer responsibly with our consumers, such as the educational logos on our labels, the website overalcohol.nl, and national and regional projects, such as our BOB campaign. In addition, an internal committee reviews all our ads, which must comply with the National Advertising Code for Alcoholic Beverages (STIVA) as well as our own, internal advertising code. At Grolsch, we take our responsibility seriously.

Naturally, we also pay a lot of attention to responsible alcohol consumption within the company, as we have an important role to play: providing accurate, considered information about responsible alcohol consumption and making sure that, as Grolsch employees, we take our responsibility during work and in our free time. Our employee guidelines can be found in our alcohol policy. All our employees follow these guidelines. In our Beer Ambassador Programme, a basic programme about beer, the brewing process, our brands and our company, all employees are also told about Grolsch’s vision on responsible alcohol consumption.

Booze, an educational theatre project, strives to increase awareness of the risks associated with alcohol consumption among young people. In order to really reach pupils, they take to classrooms themselves, acting out various scenes for the pupils. After each scene, the pupils split up into groups to discuss their thoughts. Booze is an initiative developed by the Kikid Foundation in collaboration with STIVA. STIVA is committed to promoting responsible alcohol consumption. As a partner of STIVA, Grolsch supports the Booze project financially, as well as spreading the word about the project through our network. In 2019, Booze organised multiple performances at secondary schools throughout the country.

Watch the video about the educational theatre project here.

Together with the 'Rijden Zonder Invloed' campaign, we carried out various actions to make consumers and employees aware of the consequences of driving under the influence of alcohol. For example, we organized meetings for high school students. In a 3D tripping simulator, the future or starting drivers could safely experience that alcohol and traffic do not go well together. During the Grolsch Open Brewery Days, visitors could also experience what it is like to drive under the influence of alcohol. They had the opportunity to drive a so-called Alco-kart on a course, in which the kart reacts as if the driver is under the influence of alcohol. A nice example of cooperation in the field of responsible alcohol consumption. 

More info: Press release and video for Rijden zonder Invloed.