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.

In the Netherlands, it is estimated that over 500 children are born with Fetal Alcohol Syndrome (FAS) every year, resulting from alcohol consumption during pregnancy. Grolsch supports the FAS project in order to continue to increase awareness of FAS in the Netherlands. We want to communicate clearly that drinking alcohol during pregnancy is an irresponsible choice. In 2018, we made a financial contribution to an animated video developed by the FAS project. The aim of the animation is to inform viewers of the effects of drinking alcohol during pregnancy and the consequences it may have for children. This video will be launched in 2019.

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 what they just saw. 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 2018, Booze organised multiple performances at secondary schools throughout the country.

In Cooperation with Veilig Verkeer Nederland, which promotes traffic safety in the Netherlands, the ‘Rijden Zonder Invloed’ Campaign, and Military Boekelo – Enschede, we set up another BOB promotion at October’s Military. During the event, invited guests were allowed to park on a special part of our parking area, featuring an alcohol barrier. Cars would only be allowed to leave this part of the site if the designated driver hadn’t consumed any alcohol at all. After the event, the designated driver took a breath test to prove that they had not had any alcohol. If they passed the test, the alcohol barrier would be opened and the designated driver would be given a special key chain and a six-pack of Grolsch 0.0% as a reward.