Our Customers and Consumers
Partnering with Responsible Customers
We collaborate with customers who prioritize sustainability, including retailers, hospitality partners, and event organizers. Our goal is for 60% of our revenue to come from customers who have integrated sustainability into their business plans.
We aim to lead the market by offering a broad range of beverages with low or no sugar and alcohol across categories and geographies. Our customers benefit from access to innovative alternatives, transparent product communication, and joint efforts to bring more responsible options to market. Our goal is for over 60% of our marketing investments to support initiatives with a sustainability focus.
Supporting Informed Consumer Choices
We believe in consumer choice–where everyone should have access to alternatives to sugary and alcoholic beverages, without compromising on quality or taste. Through clear labeling and responsible marketing, we enable informed decisions and promote responsible consumption. Our efforts include:
- No/low options with reduced sugar or alcohol
- Transparent communication of ingredients and nutrition
- Responsible alcohol and sugar product advertising
- Energy drink warnings for children, pregnant, and lactating women
- Avoiding marketing to children across all categories
- Participation in industry-wide health initiatives
Providing No/Low Options
Products with reduced sugar and alcohol are central to our sustainability efforts. We aim for our no/low products to grow faster than both the rest of our portfolio and the market each year.
We recognize the challenges posed by obesity and alcohol abuse, as highlighted by the WHO. To address these issues, we have set goals to develop and introduce products with no or low calories and alcohol, and we are committed to promoting responsible drinking. Our beverages are clearly labeled, often exceeding regulatory requirements.
In 2024, our revenue split was 46% alcoholic and 54% non-alcoholic beverages. We hold a strong market position in zero-calorie and zero-sugar segments for soft drinks, energy beverages, water, and no/low alcohol beer, cider, and RTD beverages. By focusing on innovation and ensuring that both regular and zero products deliver great taste, we act responsibly while meeting consumer expectations.