Commitment details

Information about the commitment

Submission number 142969721098-1715
Submission date 2015-04-23 14:00:33
Owner of the commitment The Brewers of Europe
Title of the commitment European Beer Pledge
Commitment summary The European Beer Pledge is a voluntary initiative by Europe's brewers to support EU Member States in reducing alcohol related harm. Brewers commit to taking concerted and measurable action to improve consumer information, ensure responsible advertising and address alcohol misuse in line with the expectations of citizens and EU policymakers.
Europe's brewers are building on decades of action against alcohol misuse and our position as the leading contributor of voluntary commitments to the European Alcohol & Health Forum. We are ensuring increased and improved coverage of the EU with best practice activities to implement the EU Strategy to support Member States in reducing alcohol related harm.
The Pledge highlights brewers' ongoing support for the EU Strategy and its Forum. Transcending all three pillars of the Pledge, the multi-stakeholder approach remains vital to developing and implementing approaches that can be successfully implemented at national level and in line with local expectations and customs.
The Pledge is underpinned by national brewers' associations and companies representing and producing beer across the EU, who take responsibility for its implementation. The Brewers of Europe, uniting national brewers' associations from across the EU, is facilitating implementation by publishing EU toolkits to guide and stimulate the spread of good practices. Evaluations further help ensure ongoing improvement and adaptation to developments.
Link to further information relating to the commitment The Pledge itself and the two independently assured interim reports thus far produced are all available here:
Forum members, associated with the commitment
Information about Forum members co-owning the commitment
  • Anheuser-Busch InBev (ABI)
  • Carlsberg Group
  • Heineken (International)
  • SABMiller

Contact Point

Contact name Simon Spillane
Organisation The Brewers of Europe
Title/Position Senior Advisor
rue Caroly 23-25
1050 Brussels
Tel +32 2 551 18 10
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [United Kingdom] British Beer & Pub Association
  • [Sweden] Sveriges Bryggerier AB
  • [Spain] Cerveceros de Espana
  • [Slovenia] Association of Slovene Brewers
  • [Slovak Republic] Slovak Beer and Malt Association
  • [Romania] Asociatia Berarii Romaniei
  • [Portugal] APCV
  • [Poland] Browary Polskie
  • [Netherlands] Nederlandse Brouwers
  • [Malta] The Malta Chamber of Commerce, Enterprise and Industry
  • [Luxembourg] Federation des Brasseurs Luxembourgeois
  • [Lithuania] Lithuanian Brewers' Guild
  • [Italy] Assobirra
  • [Ireland] Irish Brewers Association
  • [Hungary] Association of Hungarian Brewers
  • [Greece] Greek Brewers' Association
  • [Germany] Deutscher Brauer Bund
  • [France] Brasseurs de France
  • [Finland] Panimoliitto
  • [Denmark] Bryggeriforeningen
  • [Czech Republic] Czech Beer and Malt Association
  • [Cyprus] Cyprus Brewers' Association
  • [Other] Croatian Chamber of Commerce Association of beer, malt and hop producers
  • [Belgium] Belgian Brewers
  • [Austria] Verband der Brauereien Osterreichs
  • [Bulgaria] Union of Brewers in Bulgaria

Information about the commitment

Background to the commitment (if any) Launched in the European Parliament on 28 February 2012 the European Beer Pledge is a voluntary initiative by brewers across Europe to support EU Member States in reducing alcohol related harm. Europe's brewers committed to building on decades of action against alcohol misuse and their position as the leading contributors of voluntary commitments to the Forum. Europe's brewers committed to ensuring increased and improved coverage of the EU with best practice activities to implement the EU Strategy.
Europe's brewers also committed that the Pledge be evaluated annually to allow for ongoing measurement of activities, improvements and expansion in line with best practices.
Since its launch in 2012, two interim reports have been produced, the most recent in November 2014. This second report showed that the brewing sector had continued to step up its activities, numerically, geographically and in scope and that the growing use of new media, which was reported in the first interim report, to increase consumer knowledge and address alcohol misuse, had continued, with digital activations now at the heart of many new initiatives.
The second interim report announced for 2015 concrete and substantial actions in the field of consumer information, the further strengthening of marketing self-regulatory systems in particular with regard to digital advertising and the continued roll-out of best practise campaigns to address alcohol misuse. The Brewers of Europe also announced that brewers would step up on campaigns that actively promote moderate beer consumption and its place within a balanced lifestyle.
Priority areas
  • Develop information and education programmes on responsible patterns of consumption
  • Better cooperation / actions on responsible commercial communication and sales
Start date Jun-2014
End date Sep-2015
Member states
  • Austria
  • Belgium
  • Bulgaria
  • Cyprus
  • Czech Republic
  • Denmark
  • Finland
  • France
  • Germany
  • Greece
  • Hungary
  • Ireland
  • Italy
  • Lithuania
  • Luxembourg
  • Malta
  • Netherlands
  • Other
  • Poland
  • Portugal
  • Romania
  • Slovak Republic
  • Slovenia
  • Spain
  • Sweden
  • United Kingdom
Type of commitment activities (principal) Consumer information
Type of commitment activities (secondary) Commercial communication

Information on monitoring

Objectives The European Beer Pledge sets a framework to drive future responsiblitiy activites by brewers within the European Union. It seeks to ensure increased and improved coverage of the EU with best practise initiatives to implement the EU Strategy, in particular in the fields of consumer knowledge, responsible marketing and addressing alcohol misuse. The Pledge is underpinned by national brewers associaitons and companies representing and producing beer across the EU who take responsibility for its market level implementation whilst The Brewers of Europe facilitates its implementation by publishing EU toolkits and stimulating the spread of good practices.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) The 3 pillars of the Pledge are to: (i) Increase consumer knowledge of beer and its responsilbe consumption; (ii) Ensure responsible advertising and marketing; and (iii) Disseminate and support implentation of best practice campaigns against responsiuble drinking in four areas: binge drinking among young adults; alcohol consumption by pregnant women; underage drinking; and drink driving. These are all captured within the priority themes of the EU Strategy and the action areas of the Forum Charter.

Input indicators

Number of people involved 26 association directors; 4 NA staff; 6 company staff; 3 EU secretariat
Time spent (Man/hours) 1 FTE in EU Secretariat; 15 meetings (2GA; 4ExCom; 4NA;5 B&S) per year
Cost (please indicate in €) 210 000€ per year on EU project support and reporting

Information on monitoring

Number of people reached
Number of people in the target group reached Brewers in all EU countries engaged in support of local Pledge rollout
Number of participants in different activities
Web site visitors
Number of products Independent thrid party assured annual EU report on implementation
Number of pamphlets/adverts
Established number of contacts Strengthened partnerships at EU and local level

Outcome and impact

Short term Stepped-up actions undertaken in all EU states
Medium Term Over Pledge's first 3yrs, actions under all 3 pillars in all EU states
Long Term Brewer actions contributing to improved local action & harm indicators

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology

There is no report yet for this commitment