AB InBev in Belgium and Netherlands uses its sponsorship of the top football leagues to reach fans with responsible drinking messages, including by partnering with the football clubs.

As part of its annual local company-wide initiative to celebrate alcohol responsibility initiatives, ABInBev organised in Belgium a “Feet on the Street” initiative in 2012.

The UK’s ‘Best Bar None’ programme is a joint venture between the British Institute of Innkeepers and drinks companies including Carlsberg, Heineken and Molson Coors.

In Sweden, night patrols which create social security for young people in cities around Sweden were undertaken in partnership with Nattvandring.

In Sweden, Carlsberg organised an event in Malmö in July 2013 with a special focus on the company’s wide range of non-alcoholic beers, including Carlsberg NA and non-alcoholic Erdinger wheat beer.

Carlsberg used its sponsorship of the Euro 2012 football championships to deliver the responsible drinking message, brand ambassadors either handing out responsible drinking wristbands or collecting pledges to responsible drinking from 375 000 fans in Poland and Ukraine.

In September 2015, on Global Beer Responsibility Day in Finland, Sinebrychoff posted responsibility themed Facebook posts on two of the biggest beer brand pages, Karhu and KOFF.

Carlsberg runs an annual campaign to promote responsible drinking on the day when the Tuborg Christmas Brew is first released – J Day.

“Drink with Respect” in Denmark is an umbrella campaign tag line under which all future Tuborg initiatives will be collected.

In September 2015 Carlsberg Denmark together with the Marketing Lab Organization at the Copenhagen Business School (CBS) also prepared a student Case Competition to address a relevant Tuborg responsible marketing dilemma.