Leading beer and beverage business Carlsberg UK has given its commitment to the Government’s Public Health Responsibility Deal pledge on packaging, a cross-industry partnership to ensure consumers are given full information in order to facilitate a responsible drinking environment.
Carlsberg UK has signed a pledge to not sell any carbonated product containing more than four units of alcohol in a single-serve can, which will be implemented during 2015, with a view to full implementation by the autumn.
Bruce Ray, corporate affairs director at Carlsberg UK, said: “As part of our leadership role within the UK alcoholic beverage industry, which has seen us sign up to 13 pledges to date, we recognise the important role packaging can play alongside other factors in creating a responsible drinking environment.
“It is clearly down to individual consumers how they drink our products, but to help create this responsible drinking environment, we will be reviewing our portfolio and withdrawing any single-serve cans containing over four units of alcohol from sale during 2015.
“This is obviously complex given our extensive supply-chain, but we are committed to continue working with all of our customers on how to best implement this and we look forward to seeing the continuing positive impact of the packaging pledge.”
In addition to vowing to keep on-pack information clear and responsible, Carlsberg UK offers a range of low alcohol and alcohol-free beers, including Holsten Alcohol-Free, Carlsberg Citrus (2.8% abv) and Skol Lager (2.8% abv), with further innovation to follow in 2015.
As a responsible brewer, Carlsberg UK is proactive member of the Portman Group, the industry's credible and well respected self-regulatory body, which has a Code of Practice covering the packaging of alcoholic drinks, and also co-funds the Drinkaware Trust – an independent, national, public-facing body delivering clear educational guidance on responsible drinking.