OREANDA-NEWS. October 22, 2012. The world’s fourth largest brewer, Carlsberg Group, its Russian subsidiary and the leader of the Russian beer market Baltika Breweries have teamed up with other global producers of beer, wine, and spirits to commit to joint actions to strengthen and expand existing efforts in order to reduce the harmful use of alcohol.

Beer is enjoyed in moderation as a refreshing, low-alcohol beverage by the large majority of the world’s adult population. However, Carlsberg Group and its subsidiary Baltika Breweries recognize that harmful use of alcohol has an effect on public health and is a risk factor for non-communicable diseases.

Jorgen Buhl Rassmusen, President and CEO of Carlsberg Group said: “We are concerned about individuals who abuse alcohol and the negative impact this behaviour has on them, their families and on society. We fully support t the WHO Global Strategy to Reduce the Harmful Use of Alcohol and we are committed to its vision for improved health and social outcomes for individuals, families and communities”.

Building on our long-standing and existing efforts, the company will work with local, national and international stakeholders to combat harmful use of alcohol, and contribute to reducing the harmful use of alcohol in the following areas:

Reducing under-age drinking

Strengthening and expanding marketing codes of practice

Providing consumer information and responsible product innovation

Reducing drinking and driving

Enlisting the support of retailers to reduce harmful drinking

President of Baltika Breweries and Senior Vice President of Carlsberg Eastern Europe, Dr Isaac Sheps said “From stringent marketing self-regulation standards to innovative and proven responsibility campaigns such as Beer Patrol, Soberness while driving, etc. Baltika Breweries has a long history of proven leadership in reducing harm and promoting responsible consumption in Russia. We are proud to be strengthening and enhancing our current and longstanding efforts with these new commitments.

Being a member of the Union of Russian Brewers we will be inviting other brewers from our market to join us in implementing these commitments and remain committed to working with local and federal stakeholders to combat harm and misuse while promoting the responsible consumption of our products.”

Global commitments are to be implemented over a five-year period commencing in 2013, recognising that some of it will be put in place with almost immediate effect, whilst others will take significant time to implement.