The first Global Beer Responsibility Day

In September 2015, the Carlsberg Group participated in the first Global Beer Responsibility Day (GBRD), a worldwide initiative to highlight collaborative efforts to promote responsible beer consumption and address issues around alcohol misuse, in partnership with other global brewers, local brewers and beer associations. GBRD is the largest ever initiative of its kind in the brewing industry’s history. More than 100,000 employees in 62 countries were involved in executing ID checking programmes at around 650,000 retail points, providing advice and training for servers and sellers, and conducting targeted education campaigns that reached in excess of 8,000,000 people.