Head Corporate affairs
"We want people to be able to enjoy beer, but in a responsible way! I have a family with children, which makes me realize the importance of striving for only responsible alcohol consumption even more."
Many consumers enjoy drinking beer. And we’d like to keep it that way! We’re a brewer, so of course we want to sell beer. At the same time, however, we want to watch out for the harmful effects of irresponsible alcohol consumption. It is up to us to provide good information and to act responsibly.
Grolsch supports self-regulation and control. We do not believe in banning advertising alcohol, increasing tax 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, tailored to the right demographic, will ensure that beer lovers can continue to enjoy a beer responsibly in the future.
Expand beer portfolio further with alcohol-free and low-alcohol beers.
Peroni 0.0 was introduced in 2022 and a new introduction is planned for 2023.
Replace 100% of advertising boards around playing fields with 0.0%.
99% of advertising boards around playing fields have been replaced with 0.0%.
Set up two activities aimed at alcohol and traffic.
We carried out one activity around alcohol and traffic in collaboration with Veilig Verkeer Nederland during the cross-country equestrian event (Military) in Boekelo.
Support initiatives that further increase familiarity and awareness of FAS.
The FAS project ended in summer 2022 and the partnership has ended.
75% of all Grolsch and De Klok Dranken employees to complete alcohol training.
We did not meet the target of 75% due to a change in our HR system. 50% of employees completed the training in 2022.
Koert van't Hof, Corporate Affairs Director - Royal Grolsch:
“Average alcohol consumption in the Netherlands is declining. Dutch people are drinking less and less and are doing so at increasingly later ages. In recent years, we have seen a particularly large drop among young people. That is good news! 92% of all Dutch people enjoy alcohol in a responsible manner, which means that only 8% are prone to alcohol abuse. We would like to reduce this percentage even more, contributing with a range of different activities. We have a strict alcohol policy that focuses on responsible commercial communications, the behaviour of our own employees and promoting responsible alcohol consumption. Last year, we also pledged our commitment to the National Prevention Agreement, among others. We support the importance of measures against excessive alcohol consumption and seek to make an active contribution.”
Recently, advertising boards for alcoholic beer along amateur sports fields have been replaced with 0.0 displays. Over 99% of the boarding along sports fields has now been replaced. We are also working on increasing the availability of alcohol-free beer at clubs and in canteens.
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 have considerably expanded our 0.0% beer portfolio in recent years. Think of Grolsch Weizen 0.0%, Grolsch Herfstbier 0.0% and in March 2023 we introduced Grolsch Zomerbier 0.0%. These introductions are a response to the growing popularity of alcohol-free beers in the Netherlands. We now have eight non-alcoholic beers in our Grolsch portfolio.
Watch the video about the new face-to-face training Instructie Verantwoord Alcoholschenken (Serving Alcohol Responsibly) here.
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.
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.
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.
As a brewer, we encourage responsible alcohol consumption. Also when it comes to alcohol and traffic, because the two obviously don't go together. We like to seek cooperation in order to have as much impact as possible. Like with Veilig Verkeer Nederland, with whom we have been working on the BOB campaign for years. Together we have set up various awareness-raising activities around Alcohol & Traffic, such as during the Military Boekelo. At the BOB café on the Military grounds, visitors could get informed about the consequences of alcohol consumption in traffic. Visitors who could prove by means of a breathalyzer test at the end of the day that they were a responsible BOB were given a small gift and a tasty Grolsch 0.0% to take home.