Carlsberg Group is proud to be part of the Global Standards Coalition launched by the International Alliance for Responsible Drinking (IARD).

Bringing together over 100 members from across the world, the Coalition includes the leading global beer, wine and spirits producers as well as the leading retailers, e-commerce platforms, marketing and advertising agencies, sports organizations, travel retail and hospitality sectors, self-regulatory bodies, and digital platforms. Together, we are working to accelerate efforts in reducing harmful alcohol use.

Since its launch in 2023, the Global Standards Coalition, led by IARD, has continued to grow, united by a shared commitment to raising industry standards and driving global action. Key focus areas include:

• Further prevent sales to those underage or intoxicated

• Prevent marketing and advertising to those underage

• Provide training and guidance that empowers staff to deny sale, service, and delivery of alcohol where necessary

• Respect the choices of those who choose not to drink alcohol

• Elevate industry standards to reduce the harmful use of alcohol

New report highlights how industry leaders are driving innovative solutions to tackle harmful drinking globally

The newly published report Standards in Action showcases the extensive global efforts of leaders across the beer, wine, and spirits sectors. Carlsberg Group is featured with a case story from Sweden. 

In 2024, Carlsberg Sweden launched a targeted campaign titled "Don't fish and drink", aimed at discouraging alcohol consumption while fishing - Sweden’s most popular leisure activity. Alcohol and fishing can be a dangerous mix, leading to fatal accidents.

Together with the Swedish expert angler, Claes Claesso, the team developed a unique fishing lure shaped like a drunk fisherman with a realistic staggering motion in the water, named “DrunkenBait”. It was created in collaboration with Sportfiskarna, Sveriges Sportfiske- och Fiskevårdsförbund (Sweden’s Sport Fishing and Fisheries Conservation Association), a non-profit organization that organises more than 73,000 sport fishers.