We want people to enjoy positive experiences, and ZERO Irresponsible Drinking is key to this vision. 

We will continue to grow our low-alcohol and alcohol-free portfolio of low-alcohol, targeting 35% of Carlsberg Group's products globally by 2030.

As CMBC, we will continue to be a strong voice for responsible behaviour through our brands, our packaging, and our work with organisations like The Drinkaware Trust to encourage responsible choices.





  • 100% responsible drinking messaging through packaging and brand activations
  • 100% of our markets run partnerships to support responsible consumption
  • 100% availability of alcohol-free-brews
  • 35% of our brews globally are low-alcohol or alcohol-free

Actions towards ZERO

The alcohol-free revolution

We’re committed to improving accessibility of great-tasting alcohol-free beers that don’t compromise on quality or taste. Now, with Brooklyn Brewery’s Special Effects available on tap, consumers won’t compromise on experience either.

→ Read the full story here

Thirsty for more?

Explore our other ambitions