Promote Responsible Drinking
Education about Responsible Drinking
The Sapporo Group is working to create value that will lead to solutions to global social issues in order to realize its management philosophy of “Sapporo will contribute to the evolution of creative, enriching and rewarding lifestyles.”
While proper drinking of alcohol beverages contributes to a healthy and happy life and enrichment, improper drinking is also a social issue that causes harm to physical and mental health. As a corporate group engaged in the alcoholic beverages business, the Sapporo Group believes that it has a social responsibility to correctly understand the nature of alcoholic beverages, sincerely address alcohol-related problems, and work to resolve them. We endorse the "Global Strategy to Reduce Harmful Use of Alcohol" adopted by the World Health Organization (2010).
The Sapporo Group is committed to solving alcohol-related problems as part of its social responsibility as a corporate group engaged in the alcoholic beverage business, and is working to raise awareness of proper drinking and prevent inappropriate drinking.
Promote Responsible Drinking
In 2021, the Sapporo Group has adopted "Promote Responsible Drinking" as its global slogan to combat alcohol-related problems. Based on the “Sapporo Group policy related to proper drinking,” which is to "raise awareness of proper drinking" and "prevent improper drinking," each and every employee plays a role in promoting the initiatives outlined in the Sapporo Group Action Guidelines.
The Sapporo Group Policy Related to Proper Drinking
As a corporate group engaged in the alcoholic beverages business, the Sapporo Group will strive to solve alcohol-related problems as part of its social responsibility, and will work to raise awareness of proper drinking and prevent improper drinking.
- Raising awareness of proper drinking
We raise awareness of moderate drinking appropriate for a healthy and happy life.
- Prevention of improper drinking
We will prevent improper drinking, including underage drinking*, drinking by pregnant and nursing women, heavy drinking, and drinking before driving.
* In Japan, this refers to drinking before the age of 20.
In accordance with this basic policy, each Group company is working to ensure proper drinking.
The Sapporo Group's Action Guidelines for Proper Drinking
In accordance with this basic policy, the Sapporo Group has established the following action guidelines to serve as a basis for making decisions and taking specific actions in daily operations.
Action Guidelines
- We will strive to disseminate the correct knowledge for proper drinking.
- We will continuously conduct educational activities to prevent problems caused by improper drinking, such as underage drinking*, drunk driving, drinking by pregnant and nursing women, and binge drinking.
- We will comply with relevant laws and regulations, voluntary industry standards, and our own standards in our sales activities, including advertising.
- We will strive for two-way communication with various stakeholders.
- We will actively participate in and cooperate with social initiatives to raise awareness of proper drinking by governments, NPOs, and industry.
- We will actively support efforts to ensure that each and every one of our employees has the correct knowledge of proper drinking and acts proactively with an awareness of their responsibility to society.
* In Japan, this refers to drinking before the age of 20.
Sapporo Breweries' Initiatives to Promote Responsible Drinking
Participation in the creation and distribution of a common pamphlet for the beer industry
In 2012, the Brewers Association of Japan, of which brewing companies are members, created the beer industry-wide pamphlet "Responsible Drinking" to help customers better understand the natures and benefits of alcoholic beverages and the negative effects of misuse. Sapporo Breweries participated in this project and distributed the pamphlets to companies, organizations, and individuals who requested them (revised in December 2020).
Free distribution of pamphlets for elementary and junior high school students
“Get to Know About Alcoholic Beverages”
For upper-grade elementary school students to junior high school students (Third edition issued in 2019)
This pamphlet, which can be read by the entire family, explains why individuals under 20 must not drink alcohol, how to decline invitations to drink alcohol, and the role adults should play to prevent underage drinking. There have been approximately 180,000 pamphlets distributed between its introduction in 2009 and the end of 2022.
“9th Consumer Education Teaching Material Award”
award of excellence from the National Institute on Consumer Education
Inquiries for Requesting Pamplets
Sapporo Brewerie Customer Support
Telephone
0120-207-800
(Business hours 9:30～12:30, 13:00～16:00)
*Excluding Saturday, Sunday, New Year’s holidays, and other special holidays (such as summer holidays)
Results of the 9th (2013) National Institute on Consumer Education Awards (Japanese) (192KB)
*This link connects to an external website
Providing information on the website
“Drink in Moderation”
Content promoting awareness on proper drinking practices is published on the website, such as “mechanisms of intoxication and alcohol metabolism,” “underage/seniors/females and alcohol,” and “healthy drinking habits,” calling attention toward proper drinking habits and the effects of alcohol on the body.
Proper drinking awareness seminars for universities and companies
Sapporo Breweries has been conducting “Proper Drinking Awareness Seminars” at universities and companies chiefly in the Tokyo metropolitan area since 2015, with the aim of educating students and employees for proper knowledge of alcohol consumption and for healthy enjoyment of alcoholic beverages. The seminar features basic information for proper drinking, such as definitions of alcohol and mechanisms of intoxication, and mannerisms that will come in handy at social gatherings. It also includes awareness education on “prevention of drinking under the age of 20” for underage students.
Preventing issues arising from improper drinking
A call for attention and prevention measures for improper drinking
Full compliance is implemented to promote proper drinking and to prevent violations of the law such as drinking under the age of 20 or drunk driving, with “advertising regulations,” “labeling regulations related to proper drinking,” “in-house regulations related to advertising and premiums” and “labeling confirmation rule” that comply with the “Voluntary standards related to alcoholic beverage labeling and advertisement” stipulated by the alcohol beverage industry.
Thorough compliance with regulations on advertising and sales promotion
At Sapporo Breweries, these standards and regulations above are used for content checks to prevent inappropriate advertising expressions, etc. by multiple divisions when creating advertisements and planning sales promotions. Advertising agencies and production companies are instructed to comply with these standards and regulations.
TV commercials, traffic advertisements, newspaper and magazine advertisements, web advertisements, and in-store POPs are all labeled with "Stop! Under 20 drinking and drunk driving,” “Pregnant or nursing women should not drink alcohol,” “Drink in moderation,” etc.
Furthermore, “voluntary restraint of airing television commercials from 5 A.M. to 6 P.M. (excluding corporate advertisements and manner advertisements)” is conducted. In April 2016, the voluntary standard was revised according to the social climate and the following measures have been implemented: "The main celebrities in TV commercials must be at least 25 years old," and "Using expressions that emphasize the throat and sound effects such as 'gulp gulp' that pass through the throat are refrained.”
The “Alcohol Advertisement Screening Committee” has also been regularly screening the presence or absence of the indications, as specified in the voluntary standards visibility and expressions of them in alcoholic beverage advertisements on TV, newspapers, magazines, websites, etc.
The Alcohol Advertisement Screening Committee webpage (Japanese)
* This link connects to an external website
Warning labels on products, etc.
Alcohol containers also display cautionary messages promoting prevention of drinking under the age of 20 and of drinking by pregnant and nursing women and “alcohol identification marks*1” to prevent confusion with soft drinks. Additionally, cans of alcoholic beverages feature braille displays of “Alcohol.” Since January 2022, the brand website has been displaying the "pure alcohol content*2" per container on canned alcoholic and low-alcohol beverages to make it easier for customers to understand the amount of alcohol consumed.
*1 Displayed on all cans of alcoholic beverages with less than 10 percent alcohol by volume and on containers other than cans of 300 ml or less.
*2 By the end of 2022, approximately 90% of the targeted products had been labeled accordingly.
Initiatives to prevent drunk driving
When customers visit breweries and wineries, Sapporo Breweries makes efforts to prevent drunk driving by identifying drivers at the reception desk by handing them identification slips and asking them to refrain from tasting beer and wine.
Cooperation with industry organizations related to proper drinking
Sapporo Breweries actively participates in the initiatives for proper drinking of Brewers Association of Japan and the Japan Spirits & Liqueurs Makers Association and is working to develop and strengthen voluntary industry standards.
Sapporo Breweries also actively promotes initiatives to raise awareness of proper drinking in cooperation with external organizations such as the Health and Medicine of Alcohol Association and the Liaison Council for the Prevention of “Ikki” (heavy and entire) Drinking and is communicating with government and NPOs working on prevention of improper drinking.
Brewers Association of Japan Website
* This link connects to an external website
Working toward a commitment by international alcoholic beverages manufacturing organizations
The World Health Organization (WHO) has been promoting the “Global strategy to reduce harmful use of alcohol” which was adopted in May 2010. With this, the Global Alcohol Producers Group* (GAPG), an organization of world leading alcohol manufactures has announced its decision to contribute to this global strategy as its “Commitment” in 2012.
* GAPG merged with the International Center for Alcohol Policies (ICAP: http://www.icap.org/) in January 2015 to the International Alliance for Responsible Drinking (IARD).
[Five Points of the Commitment]
- Reducing underage drinking
- Strengthening & reinforcing marketing codes of practice
- Promoting information disclosure to consumers & responsible product innovation
- Reduction of drunk driving
- Working with retailers to reduce harmful drinking
For five years from 2013, Sapporo Breweries, as a member company of the Brewers Association of Japan which was a member of GAPG, (BAJ joined the IARD in January 2015.), went forth with initiatives toward proper drinking practices according to this commitment. These initiatives will continue to be reinforced.
IARD
* This link connects to an external website
The "Commitment" announced by GAPG
* This link connects to an external website
Development of non-alcoholic and low-alcoholic products to meet diverse needs
Sapporo Breweries meets the diverse needs of customers in a variety of situations to support proper drinking.
Sapporo Breweries believes that having taste, quality and functions that satisfy customers is the most important factor to popularize and spread alcohol-free and low-alcohol beer-tasting beverages.
“SAPPORO PREMIUM ALCOHOL FREE,” launched in March 2011, is sought to recreate a beer-like richness, taste and quality, and meet the needs of drunk driving prevention and physical health care.
Furthermore, in September 2021, the company launched "The Drafty," a low-alcohol beverage made from 100% malt draft beer with 0.7% alcohol content, for customers who wish to avoid excessive drinking.
Sapporo Lion Initiatives toward Proper Drinking
Sapporo Lion uses original educational materials to educate employees on proper drinking, and confirms that all employees, including part-timers, are aware of the program at in-store meetings. To prevent drinking alcoholic beverages mistaken for soft drinks, Lion stores have taken the following measures: (1) warning signs on menus stating "This is an alcoholic beverage," (2) use of special glasses for chuhai (sparkling alcoholic beverages), and (3) awareness-raising notices to stores on the 15th of each month, which has been designated as "Prevention of Accidental Drinking Day.” Sapporo Lion is also working to prevent drunk driving, and in stores with parking lots, it asks customers to wear stickers to identify drivers.
