When consumed in moderation, beer can be part of a well-balanced lifestyle. We are proud brewers committed to promoting responsible consumption and reducing the harmful use of alcohol. We think it is important that consumers are well-informed about alcohol, our products and how they can be enjoyed responsibly. We make sure to emphasize this on our packaging, in our advertising and promotions and through our partnerships. We offer a wide range of beers at varying Alcohol by Volume (ABV), including more and more no-alcohol and low-alcohol options.
Consuming alcohol is an individual choice. Personal risks and benefits should be considered before consumption. Some evidence has shown that there is a relationship between alcohol consumption and certain health issues. Alcohol affects different people in different ways. For some people also moderate alcohol consumption may increase certain health risks such as cardiovascular issues, diabetes and certain types of cancer. If you have further questions or concerns, please contact your Doctor.
Excessive consumption of alcohol can create dangerous long-term consequences such as physical dependence or addiction to alcohol, and should always be avoided. Some people should never drink. For example; people who are below the legal drinking age, pregnant, about to drive or operate machinery, or cannot control their drinking.
Many governments publish recommended drinking guidelines for consumers to reference. Public health authorities also provide a great source of information. To learn more about alcohol and health, we recommend visiting the following sources:
The message of responsible consumption has been integrated into all of our communications, our commercial policy and our sponsorships.
All commercial actions and communications are addressed exclusively to adults.
All TV commercials for our products are shown after 7 pm and the characters are over 18 years old, with no references to ages under 25.
We do not publish communications and promotions that target pregnant women, even if it is related to non-alcoholic products
We do not sponsor or support events addressed to minors.
Our ads do not promote alcohol as a mean for social, business or athletic success.
The message “enjoy responsibly” is placed in all of our communications and on the packaging of our products.
Access to our websites by people under the age of 18 is denied.
Both our corporate and the brands websites, include special sections that provide information on responsible consumption.
We regularly train the marketing department in the principles of Responsible Commercial Communications through an e-learning program.
Athenian Brewery’s principles for responsible consumption
- We believe that responsible beer consumption can be part of a balanced and positive lifestyle for adults who choose it.
- We believe that an informed citizen is responsible for his/her individual behavior.
- We are committed to informing consumers regarding the issue of responsible alcohol consumption.
- We believe that our employees should be the first ones to demonstrate responsible behavior regarding alcohol consumption.
- We make sure that all of our commercial activities strictly comply with the law and our company’s principles, discouraging irresponsible consumption.
- We invest in dialogue and concrete actions, in cooperation with our social partners, in order to prevent alcohol abuse and irresponsible consumption.
- We are committed to monitor, assess and make our actions available to the public, in order to promote responsible consumption.
- We are committed to follow Heineken Group’s Alcohol Policy.
Regulation (EU) No 1169/2011 explicitly lays down the elements that must be indicated on our product labels. In particular, these are: product type, Alcohol by Volume, ‘best before’, content, ingredients. In regard to the latter, any allergenic ingredients, such as barley malt for beer and sulfites for cider, must be written in bold. The same legislation also sets that for products with alcohol content lower than 1.2%, all nutritional information must be indicated on the label. We constantly check 100% of our products to make sure that we always meet the legal requirements and any possible updates. In the context of informing consumers on our products, we are committed to indicate energy nutrients on all our packaging and on our brands’ websites, regarding products of which sales exceed 6,000 hectoliters/year. Moreover, we are devoted to clearly state instructions on no-alcohol consumption in the event of pregnancy, individuals under the age of 18, or if someone is driving or planning to drive a vehicle and overall messages regarding health and alcohol consumption. Moreover, we provide information on packaging recycling, the consumer line and information website of each product.