Policy

In order to solve social issues through our business activities and achieve sustainable growth together with society, we set CSV as a core of our management. To fulfill our responsibilities as an alcohol beverages producer, we have established a group policy to promote group-wide efforts to eliminate harmful use of alcohol and contribute to the development of a moderate drinking culture and the realization of a spiritually rich society.

Our Approach to Alcohol Beverages

Kirin group has grown from beer brewing business. We recognize that harmful use of alcohol has various negative effects. As a company that produces and sells alcoholic beverages, we have a social responsibility to act to prevent the various problems caused by harmful use of alcohol.
On the other hand, as each region of the world has its own unique cuisine, each region has its own local alcohol beverages. Along with the unique food culture of each region of the world, the culture of alcohol beverages has flourished. We believe that it is our role as an alcoholic beverage producer to contribute to hand down this alcoholic beverage culture to the next generation.
We will work towards eradicating the harmful consumption of alcohol and contribute to fostering a moderate drinking culture.

Our Action

Promote raising awareness of responsible drinking

In order to eradicate the harmful use of alcohol and to foster a culture of responsible drinking, we will set goals and work to provide information on its negative effects to the public and to deepen consumer's understanding of alcohol and alcohol beverages consumption.

Grow non-alcoholic and low-alcohol beverages

Consumer's preference and their lifestyles are becoming more diverse, and there are many people who choose not to drink alcohol beverages. Even amongst those who drink alcohol beverages, their choices vary depending on various occasions. We are working to grow our non-alcohol and low-alcohol products in response to the diversification of consumer's choices, which lead to a reduction in alcohol consumption and the eradication of harmful use of alcohol.

Responsible marketing execution

In marketing alcohol beverages and non-alcohol beverages, we will recognize the impact of our communications and practice responsible marketing. We will also give consideration to potential human rights risks and will not engage in discriminatory expressions or communications that may have a negative impact on people under the legal drinking age.
In addition to complying with the laws and regulations of the countries in which we do business, we comply with voluntary industry standards in each country and with global standards such as “Digital Guiding Principles” set forth by the International Alliance for Responsible Drinking, of which we are a member. We will also comply with Kirin Group's “Global Marketing Code for Responsible Drinking” and other voluntary advertising standards set by each group company. In addition to complying with various laws and standards, we will conduct responsible marketing in accordance with the moral spirit behind such laws and standards.

Better employee education

The Kirin Group is a corporate group which runs alcoholic beverage business, and we are committed to employee education to ensure that all of our employees have the proper knowledge and understanding of responsible drinking. We will practice responsible drinking when drinking alcohol beverages. We also encourage those around us to drink in moderaton.

We champion realizing a world in which people who are over the legal drinking age and choose to drink, can enjoy alcohol in moderation by disseminating information about alcohol consumption, and we will act to make this a reality.

Collaborative efforts with global industry associations

We are working on our own to eradicate harmful use of alcohol, and we have joined IARD, an international non-for-profit organization, with other major alcoholic beverage producers around the world and we are tackling harmful use of alcohol to eradicate it.

(Examples)critical Issues of Harmful use of Alcohol

Alcohol consumption by those who are under the legal drinking age

Drunken driving

Health risks associated with excessive amount of alcohol

Domestic violence associated with alcohol consumption

Drinking during pregnancy

Dangerous drinking, such as ikki and binge drinking

Alcohol related harassment

Alcohol addiction

We will continue to periodically review and evolve our initiatives in accordance with changes in social requirements, including laws and regulations, and in the business environment and business activities of the Kirin Group.