Consumer affairs (responsible alcohol consumption)


Royal Unibrew supports The Brewers of Europe’s views and initiatives concerning responsible alcohol consumption and complies with the rules on responsible marketing and consumption of beverages. We are very aware of the risk, internally and with our customers, of our alcoholic and/or sacchariferous products being abused or over-consumed.

Royal Unibrew wants to be active in industry organisations in the individual countries in which the Group has subsidiaries.


Royal Unibrew contributed actively towards responsible marketing and consumption of beverages in 2017.

In 2017, Royal Unibrew continued its existing practice of subjecting marketing material to the approval of the Company’s in-house counsel and of including requirements for compliance with marketing rules in all agreements with external partners such as distributors and advertising agencies. Moreover, employees engaged in the marketing of the Group’s products were trained in existing marketing legislation in 2017.

Royal Unibrew continued in 2017 to assume responsibility for preventing abuse problems among its employees and, through sponsorships, supports a large variety of sports and health initiatives nationally, regionally as well as locally. In 2017, we launched new products with a low alcohol content and with a low or no sugar content.


Any non-compliance with the legislation governing the marketing of its products continuously exposes Royal Unibrew to criticism from regulatory authorities, adverse press coverage, fines, etc.


It is Royal Unibrew’s objective to avoid any violation of marketing legislation.


No violations of marketing legislation were noted in 2017.