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Alcohol-related issues

The Sapporo Group policy related to proper drinking practices

Sapporo Group Code of Corporate Conduct stipulates the following policies on the relationship between alcoholic beverages and society.

- In light of the nature of alcohol, we will consider the social impact when engaging in the manufacture, sale, and advertisement of alcoholic beverages.

- We promote moderation in alcohol drinking consistent with a healthy and joyful lifestyle while moving forward with measures to prevent alcohol abuse, such as drinking under the age of 20, driving while intoxicated, and drinking by pregnant and nursing mothers.

Group companies, especially alcohol-centered businesses of Sapporo Breweries and Sapporo Lion, will also promote proper drinking practices under this policy.

Initiatives for proper drinking practices by Sapporo Breweries

In accordance to this policy, as one of the core companies within the Sapporo Group and an alcoholic beverage business, Sapporo Breweries, Ltd. plays a major role in guiding proper drinking practices within the Group and has established the following guideline to be referred to for daily work decision-making and detailed behavior.

Action Guideline

  1. Make full efforts toward disseminating knowledge on proper drinking practices.
  2. Continue awareness campaigns toward prevention of improper drinking.
    • Prevention of activities such as underage drinking, driving while intoxicated, drinking by pregnant and nursing mothers, and binge drinking.
  3. Comply with company standards, industry guidelines and related laws and regulations within sales activities including advertisements.
  4. Make full efforts toward mutual communication with various stakeholders.
  5. Actively participate and cooperate in social initiatives implemented by the government, NPO, industry, etc.
  6. Actively support actions taken by each employee such as the following:
    • Educating oneself with proper drinking practice knowledge
    • Acting independently while being highly aware of social responsibilities, etc.

Providing information on proper drinking practices

Sapporo Breweries provides information through their webpage and pamphlets as part of the awareness campaign for “proper drinking practices”. To share information, pamphlets are created and distributed free of charge for the public, offering comprehensive information on proper drinking habits, and a website has been launched to deepen knowledge of responsible drinking.

Participation in the creation of a pamphlet shared across the beer industry

proper drinking practices

In 2012, the “Brewers Association of Japan” and its members, prominent beer brewers in Japan, created the shared beer industry pamphlet “Drinking Responsibly ” with the goal of having customers recognize the characteristics and effects of alcohol, along with negative factors caused by improper drinking. Sapporo Breweries has also participated in this initiative, and offers this pamphlet to companies, organizations and individuals upon request. (Revised December 2014)

Free pamphlets for elementary and junior high school students

“Get to Know About Alcoholic Beverages” for upper-grade elementary school students and junior high school students (Third edition issued in 2019)

This pamphlet can be read by the entire family, and explains why individuals under 20 should not drink alcohol, how to decline invitations to drink alcohol, and the role adults should play. There have been approximately 80,000 pamphlets distributed in total since its launch, delivered to elementary and junior high schools upon request, supporting the education of prevention of underage drinking.

Free pamphlets for elementary and junior high school students
Free pamphlets for elementary and junior high school students
Received the“9th Consumer Education Teaching Material Award”award of excellence from the National Institute on Consumer Education
Received the
“9th Consumer Education Teaching Material Award”
award of excellence from the National Institute on Consumer Education

Results of the 9th (2013) National Institute on Consumer Education awards (Japanese) (192KB)
*This link connects to an external website

Webpage application

“Proper drinking habits and relationships with alcohol!”

Proper drinking habits and relationships with alcohol!

Content promoting awareness on proper drinking practices is published on the website, such as “mechanisms of intoxication and alcohol metabolism”, “underaged children/seniors/females and alcohol”, and “healthy drinking habits”, calling attention towards proper drinking habits and the effects of alcohol on the body. Related content and links have been added, so viewers can easily find topics they are interested in, and the page offers various information related to proper drinking practices.

Proper drinking awareness seminars for university students

Proper drinking awareness seminars for university students

Sapporo Breweries has been conducting “Proper Drinking Awareness Seminars” chiefly at metropolitan area universities since 2015, with the aim of educating students with proper knowledge of alcohol consumption and for healthy enjoyment of alcoholic beverages. The seminar touches on basic information for proper intake, such as definitions of alcohol and mechanisms of intoxication, and mannerisms that will come in handy at social gatherings once a student starts working. Furthermore, the lectures also feature awareness education for underage students on “prevention of drinking under the age of 20”.

Preventing issues arising from improper drinking practices

A call for attention and prevention measures for improper drinking practices

Display of the “alcohol identification mark”
Display of the “alcohol identification mark”

Full compliance is implemented to promote proper drinking practices and to prevent violations of the law such as drinking under the age of 20 or driving under the influence, with “advertisement regulations”, “labeling regulations related to proper drinking practices”, and “in-house regulations related to advertisement and regulations” that comply with the alcoholic beverage industry’s “Independent standards related to alcoholic beverage labeling and advertisement” stipulated by the alcohol beverage industry. These standards and regulations are used for content checks by related divisions when creating advertisements, with guidance towards advertisement firms and production companies to ensure compliance with the independent standards. Furthermore, messages addressing prevention of driving under the influence of alcohol and drinking under the age of 20 can be seen on television commercials, various advertisements and store posters.

Alcohol containers also display “alcohol identification marks*” to prevent confusion with soft drinks, or cautionary messages promoting prevention of drinking under the age of 20 and drinking by pregnant and nursing mothers. Additionally, cans of alcoholic beverages feature braille displays of “Alcohol” as well.
Furthermore, beer factory and winery tours will provide drivers with identification tags at reception and have them avoid sampling beer or wine and driving, as one measure to prevent driving under the influence of alcohol.

*Displayed on all containers except cans that are 300ml or less, and all cans containing less than 10% alcohol

Thorough compliance of regulations on advertisement display

Sapporo Breweries conducts multiple screenings according to its independant guidelines for advertisement expressions and displays related to alcohol issues. This is to prevent inappropriate advertisement representation, etc. from happening. 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 independent guideline was revised according to the social climate, and activities such as “self-imposed avoidance of accentuating the throat area and using sound effects such as ‘gulping sounds’”, and “selecting main performers for television commercials who are 25 years or older” have been put into action. The “Alcohol Advertisement Screening Committee” has also been regularly screening advertisement expressions, displays, information and visibility for advertisements on television, newspapers, magazines, websites and more.

The Alcohol Advertisement Screening Committee webpage(Japanese)
*This link connects to an external website

Call to attention with messages and information display

  • Labeling on alcoholic beverage containers
  • Publishing messages, etc. in television commercials, transportation advertisements, internet advertisements and store POP advertisements.
Call to attention with messages and information display
“Proper drinking practices display” on printed material, etc.

Cooperation with industry organizations related to proper drinking practices

Sapporo Breweries actively participate in the Brewers Association of Japan and the Japan Spirits & Liqueurs Makers Association to conduct various activities according to the action guideline.

The webpage icon of the Brewers Association of Japan
*This link connects to an external website

Product development to prevent driving under the influence of alcohol

SAPPORO PREMIUM ALCOHOL FREE

Sapporo Breweries believes that having taste, quality and functions that satisfy customers is the most important factor when attempting to popularize and spread alcohol-free beer-tasting beverages to prevent/eradicate driving under the influence of alcohol. The “SAPPORO PREMIUM ALCOHOL FREE” product launched in March 2011 sought to recreate a beer-like richness, taste and quality. Additionally, the “SAPPORO +” launched in 2015 is an alcohol-free, beer-tasting beverage which is also a food for specified health uses—the first ever to realize “Four Zeros” of zero purine, zero calories, 0.00 percent alcohol and zero carbohydrates.

In April 2018, the “Mugi no Kutsurogi” was launched under the theme of “Changing alcohol-free beverages with fragrance” with a more natural taste. It combined the natural fragrance components derived from fermentation, the “natural fragrance manufacturing method” to improve the “artificial scent and after-taste” of alcohol-free beverages and realized a fruity fragrance with a pleasant barley taste.
The product supports proper drinking practices in various occasions, such as prevention of driving under the influence of alcohol and body conditioning care.

In June 2020, Sapporo Breweries launched the world’s first functional non-alcoholic beer containing anseline to reduce levels of uric acid. Developed for beer-loving customers who were concerned about their uric acid levels, the beverage contains 50mg of anseline per can, with an alcohol content of 0.00% and zero purines.
In this way, Sapporo Breweries provides support for the moderate consumption of alcohol in a variety of scenarios, ranging from prevention of drink-driving to physical health care.

Initiatives committing to 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 internationally prominent alcohol manufacturing organization, has announced its decision to contribute to this global strategy as its “Commitment”.

*GAPG merged with the International Center for Alcohol Policies (ICAP: http://www.icap.org/) in January 2015 and is now known as the International Alliance for Responsible Drinking (IARD).

[Five Pillars of the Commitment]

  1. Reducing drinking under the age of 20
  2. Reinforcing and expanding independent standards in the marketing industry
  3. Promoting information disclosure towards consumers and implementing responsible product development
  4. Prevention of driving under the influence of alcohol
  5. Requesting cooperation from the retail industry to reduce detrimental drinking practices

In its five years since joining the Brewers Association of Japan of the GAPG in 2013 (which joined the IARD after January 2015), Sapporo Breweries has gone forth with developments toward proper drinking practices according to this commitment. These initiatives will continue to be reinforced.

IARD

The GAPG “Commitment” Announcement (Japanese)
*This link connects to an external website

Cooperation with industry organizations

Sapporo Breweries actively implements popularization and promotion of proper drinking practices, under cooperation with industry organizations and external organization such as the “Brewers Association of Japan”, “Health and Medicine of Alcohol Association”, and “The Stop Ikki (binge drinking) Liaison Council”. It also communicates with the government and NPOs which promote prevention of inappropriate drinking practices.

Improving drinking manners at beaches

Since 2015, Sapporo Breweries has supported activities held by the Japan Lifesaving Association aimed at improving drinking manners and preventing accidents at beaches and other seaside areas.

Sapporo Lion initiatives toward proper drinking practices

The Sapporo Group is actively engaged in appropriate drinking education for employees so as to be able to correctly explain appropriate drinking to customers. Every year, “appropriate drinking education” is offered online for all employees, of which almost all employees participate in.
Sales representatives and delivery truck drivers are obliged to have their alchohol intake checked using an alcohol checker before boarding a vehicle. Alcohol checkers are always available in the workplace where employees commute to work by privately owned cars. In addition, Sapporo Breweries and Pokka Sapporo have set the end of sales activities involving drinking by sales representatives until 22:00, and are striving to prevent drunk driving the next day.
Sapporo Lion uses original education materials and reinforces appropriate drinking practices by all employees including part-time workers at in-store meetings.

In-store display sticker
In-store display sticker
Stickers distributed to designated drivers
Stickers distributed to designated drivers
Message on proper drinking practices in the menu book
Message on proper drinking practices in the menu book
The “Alcohol” mark for alcoholic beverages in the menu book The “Alcohol” mark for alcoholic beverages in the menu book
The “Alcohol” mark for alcoholic beverages in the menu book

Employee initiatives toward proper drinking practices

The Sapporo Group actively educates employees on proper drinking practices, so that employees can properly explain to customers about proper drinking habits.
Every year, “Education on proper drinking practices” is conducted through e-learning, of which almost all employees take part in.
Sales managers and delivery truck drivers have mandatory alcohol checks before driving. Alcohol checkers are also standard items at offices with employees commuting by car.
Furthermore, Sapporo Breweries and POKKA SAPPORO have designated business activities that are accompanied by alcohol drinking be completed by 10 p.m., to prevent driving under the influence the next day.
Sapporo Lion uses original educational materials to confirm proper drinking practices for all employees, including part-timers, at in-store meetings.

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