Our consumers & customers

We want to be the preferred partner for our customers with the most relevant innovations for our consumers regarding health and wellness, authenticity and care for the environment. We aim to:

  • Support consumers in making the healthy, nutritious and sustainable choice

  • Become circular by engaging consumers and customers

  • Involve actively in the local communities where we are present

  • Responsible drinking

We believe in the consumer’s choice. We want to help consumers make the healthy or nutritious choice by always having an alternative to regular products, e.g. fully sugared, alcoholic, etc. We want to provide transparency for the consumer when choosing.

Being a responsible company, Royal Unibrew is aware of the global challenges formulated by WHO regarding obesity and the associated risks of cardiovascular diseases, cancer and diabetes as well as risk of alcohol abuse, linked to excess consumption of food and beverages.

We strive to offer consumers and customers sustainable enjoyment through a broad variety of beverages, complementing the setting/situation whether the individuals find themselves at a music venue, dining with family and friends, exercising, travelling or at other occasions. The purpose is to provide energy, refreshment, quenching thirst or simply a good time. Consequently, we develop, launch and supply products with great taste and with regular, low/no-alcohol and calorie content, all clearly declared. Our aim is to offer a low/no alternative in all categories and in all markets to enable our customers to offer healthier choices to the consumers. Royal Unibrew also wants to lead development of healthy and nutritious products and markets, not only by offering new products and outperforming market growth but also by investing in more information and communication about the products.

During recent years, Royal Unibrew has across the Group introduced more low/no sugar alternatives compared to regular, e.g. full sugar, products in the soft drink, water and energy categories. The volume of low/no sugar products increased by 37% from 2017 to 2020, while regular products increased by only 17% in the same period, which indicates our shortterm 2022 target of a balanced launch of regular, low and no beverages is working.

The production of 0.0% and low alcohol containing products (Beer, Cider and RTD) increased across the Group in 2020 accommodating the general consumer trend. The no-alcohol segment increased by 265% from 2017 to 2020 compared to a 7% increase for low alcohol containing products and unchanged or slightly reduced growth for strong and regular in the same period, which indicates our 2022 target of increasing the number of beverages with 0.0% and low alcohol will be met.

Over the coming years, we will continue with a balanced development and launch of regular and reduced – both low and no – content of alcohol and sugar in our beverages.

Responsible drinking

We support national and international trade associations, such as Brewers’ of Europe’s views and guidelines on responsible drinking. In addition, we support a large variety of sports and health initiatives through our sponsorships regionally and locally. In Finland, for example, all beer sponsorships will be converted into 0.0% alcohol beer. Our responsibility for products containing alcohol is to prioritize quality and value over quantity.

We will continue to promote responsible drinking through support and participation in relevant programs and partnerships regionally. This also applies for sugar contents, where we participate actively in partnerships looking at ways to reduce calorie content in soft drinks.

Key initiatives:

  • Offer a no/low alternative in all categories
  • Reduce sugar/kcal/ alcohol per serving
  • Promote responsible drinking


We want to become circular across the value chain by engaging consumers and customers. We will close the material loop, reduce the strain on resources and reduce our footprint.

Today, all Royal Unibrew’s primary packaging material has information on either deposit return or labels on recycling. Some of the secondary packaging contains this information as well. It is our objective to expand the product information not only to include packaging material information but by 2030 to include sustainability information from the entire value chain as well.

However, information is not enough in itself. For the well-functioning deposit return systems (DRS) there are generally very high return rates, e.g. +90% in Denmark and Finland. But 10% is still lacking and in markets with poor or non-existing DRS, the challenge is much bigger. Therefore, we will step up on engaging consumers in closing the loop, thus, enabling food grade material for recycling. Recycling campaigns are currently run together with the deposit return systems (DRS) in Denmark, Finland and Lithuania, and it is our plan to conduct campaigns on waste reduction and circularity in large markets by 2025 to increase consumer awareness on recycling. In fact, this also applies to our customers, where awareness and handling of secondary packaging especially in export markets, must be improved. The activities may involve support for local initiatives for improving/developing the infrastructure.

Key initiatives:

  • Reduce food waste
  • Engage consumers in closing the loop
  • Develop infrastructure

The local connection is in our DNA – we want to be present in the local communities with local brands and products, actively engaging through the activities we support.

As a strong regional multi-beverage company, it is in our DNA to engage not only in the local societies surrounding our premises, sports clubs, employees’ families but also in our brand communities, with customers, other business partners and NGOs.

We strive to provide successful brands that people trust and therefore, we have always been committed to contributing positively, wherever we operate and are connected. We believe, it is part of our responsibility and value as a company to drive, develop and support sustainability efforts through relevant touch points. Local sourcing of ingredients and developing local products are other examples of our local engagement.

Royal Unibrew has a number of on-going local engagements with local sports clubs, the local music scenes, city festivals, etc. We want to make these interactions sustainable. This also applies to music festivals and large sports events, where we participate. The initiatives encompass concepts introducing reusable cups, making your own energy in the “festival reactor”, introducing organic beverages (beer, CSD, RTD), sponsorships with 0.0 beer, supporting local lake preservation in Lahti (Finland), supporting circularity mindset through a student oriented “beer for pre-owned furniture” concept and many more only partly tested in 2020. Our goal is that at least 50% of our engagements include sustainability elements by 2030, and for large events we are even more ambitious with 70% already in 2025.

Supporting local businesses in general is another important undertaking for Royal Unibrew. During the pandemic this has become even more pertinent, especially in relation to ontrade and events. Like many other beverage companies, we have assisted with alcohol for sanitizers and various support for health workers and other frontline personnel. In addition, we quickly engaged in activating consumers using our platforms and channels together with various customers for ‘Take Away’, we launched the ‘Together together’ campaign and Ceres Bar supporter in bars and restaurants and was the main driver behind Denmark’s biggest virtual beer tasting supporting micro-breweries.

Key initiatives:

  • Drive sustainability in local communities, organizations and NGOs
  • Empower local players
  • Develop local products