With global lockdown measures putting many people under unique pressure, renewed attention has rightly been paid to the importance of safeguarded health and wellbeing.

As brewers and cider-makers, we don’t just take our social responsibility seriously at times of crisis. While alcohol plays a role in people’s social lives and celebrations, we know that careful stewardship is needed to ensure that remains a positive complement to society. So we have made and progressed global public commitments with the International Alliance for Responsible Drinking (IARD) to help address the harmful effects that alcohol abuse can have, when not marketed or consumed responsibly.

We have supported new global research into the drinking behaviour during the covid-19 crisis, led by IARD and in-market responsibility bodies such as the Portman Group in the UK. It is reassuring to see the results of a survey which shows that, during lockdowns, the vast majority of drinkers are maintaining their previous levels of drinking or consuming less alcohol.

The survey of more than 11,000 people across nine countries by the IARD has found that 84% of drinkers are drinking the same or less, with 30% saying they are drinking less or have stopped. Of the 11% drinking more under shutdowns, 72% plan to revert to their old drinking habits.

In our day-to-day work we, as Asahi, hold ourselves and our partners to the highest standards of responsibility in every message we send to our consumers: in our advertising; in any media; on our packaging; in our marketing and merchandising; in our sponsorships; or in any event we’re involved in. Not just to meet the laws, but to meet the higher standards of industry self-regulation and the evolving expectation of society. It also means collaborating actively with local responsibility campaigns and expert NGOs to achieve positive behavioural change.

As the results of the latest IARD survey pointed out, concern remains for the 5% of survey respondents who said their drinking has led to more problems. Therefore, as part of our long-term commitment, we will continue to support targeted programmes to reduce harmful drinking.

Crucially, for those programmes to be as effective as possible, it is essential that we have access to reliable data about people’s alcohol consumption. Only with reliable information can interventions can be made to target and support those who need help.

You can read more about our Responsible Marketing Policy here, and you can find information to help you make informed choices about alcohol at www.aboutalcohol.com

*Survey carried out by YouGov for IARD. Fieldwork was undertaken between 13th and 21st May 2020.  The survey was carried out online. The figures have been weighted and are representative of all country adults (aged 18+).

More stories

6/13/2023

Dreher's Corporate Philosophy and Purpose Inspired one of the Best Selling Books in Hungary

Dreher (part of Asahi Europe & International) is one of Hungary's oldest established breweries. The company, which has evolved steadily through 4 generations of the Dreher family, became a role model in premium beers and continuous innovation on 5 continents by the beginning of the 20th century. Throughout the storms of history Dreher endured several serious challenges, but it was able to successfully preserve its existence and dominant role. It received many titles and awards for its brand, products, and capabilities. With the communist nationalization in 1948, the quality approach was replaced by a focus on simpler needs and mass production. The privatization of the 1990s brought the introduction of new products and the refurbishment of the factory, but the focus remained on the high-volume products.

Read more
9/8/2022

Asahi Super Dry sets out plans to thrill fans at Rugby World Cup 2023 with one year to go

Asahi Super Dry, Official Beer of Rugby World Cup 2023, is celebrating “one year to go” by finalising plans to provide fans with Beyond Expected experiences both at the tournament and at home. Japan’s Number 1 Beer will be served at all tournament venues and fanzones across France, spanning 48 matches in 9 cities, in addition to being showcased to a global audience of over 857 million rugby fans across 200 countries world-wide. As well as enjoying the premium super dry taste, fans from around the world will be rewarded with ticket giveaways and exclusive match day experiences at every game, including behind the scenes stadium tours and pitch-side access to watch teams sing their national anthems.

Read more