Beer? Sorry, only from 16

Beer only from the age of 16 – this has been clearly regulated by law in Germany for decades. The protection of children and young people is also a top priority for the brewing industry. With information and training materials, the German Brewers’ Association supports employees in the trade and in the catering industry in actively implementing the protection of minors in practice. Under the motto “Beer? Sorry, only from 16”, prevention modules were developed to help parents discuss the topic of alcohol with their children. In addition, special training materials for dealing with alcohol at youth camps were recently created and promoted by the brewing industry’s youth protection campaign.

The training materials were offered for free use to other youth rings in Germany in close cooperation with the Kinder- und Jugendring Sachsen-Anhalt (KJR), which co-developed the project. By the end of 2021, a reach of almost 20 million contacts could be achieved. The “JuLeiCa” support project has met with a very positive response not only from youth leaders but also from interlocutors in politics and ministries. The campaign message depicted on a crown cap can also be found on more and more breweries’ websites in connection with the age query on the home page – with a direct link to the DBB’s topic page www.bier-erst-ab-16.de . Not only is general information on the protection of minors and the responsible use of beer presented in an appealing way, but also new articles and information on the subject are constantly being added.