Drink with respect – park the car

Denmark took a number of initiatives to mark the first Global Beer Responsibility Day (GBRD), a worldwide initiative to highlight collaborative efforts promoting responsible beer consumption and addressing alcohol misuse, including striking messages against drink driving. In Copenhagen, the Carlsberg Group’s iconic 10-metre logo at the top of its 21-story head office building was modified to remove the “Car” from “Carlsberg”, emphasising the Group’s anti-drink-driving stance. In association with the local taxi app DriVR, the local Danish operations also provided discounted taxi rides home for anyone out enjoying a drink in the capital. Carlsberg trucks’ tailgates also provided a direct message for car drivers: “Drink with respect – park the car”.