Carlsberg has launched a campaign aimed at reducing beer consumption among young people in Denmark, promoting responsible drinking through its Tuborg brand. The 'Drik med respekt' campaign aligns with national trends addressing youth binge drinking. Carlsberg's partnership with bar chain Rekom aims to enhance the visibility of alcohol-free products. Recent regulations have restricted alcohol sales to youths, reflecting ongoing concerns about Denmark's drinking culture. Despite its participation in promoting moderation, Carlsberg emphasizes that it does not endorse political intervention but recognizes its responsibility in influencing drinking behaviors.
This is our biggest campaign ever with this kind of message...we're aware of our responsibility as a brewery. There's plenty of evidence that we can make a difference.
The Drik med respekt campaign sets the company against peer pressure encouraging young people to binge drink, calling for moderation.
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