Alcohol Responsibility

We're deeply concerned about excessive, irresponsible and underage drinking. We want our quality products to be enjoyed responsibly by those old enough to drink. Read our Global Alcohol Policy and Our Views to better understand our commitments on these critical issues.

All our employees are required to take alcohol responsibility training. This includes our policies and the role our people play in modelling responsible behavior in their families and communities. Our commercial employees are additionally required to understand our Commercial Responsibility Policy, to provide them with more detailed guidance on how to develop, package, market and sell our products in a responsible manner.

Our Case Studies provide more detail about how we are putting our alcohol commitments and commercial responsibility into practice and how we are partnering on specific responsibility programs.

Industry Collaboration

In October 2012, we joined with twelve other leading beer, wine and spirits companies to strengthen efforts to reduce harmful drinking around the world in five key areas. These Global Commitments will be implemented over a five-year time period beginning next year.

As an active partner to these commitments, we are proud to share the launch of ResponsibleDrinking.org in May 2015. Built by the International Alliance for Responsible Drinking (IARD) to encourage responsible drinking, the website is intended to be a helpful health destination for current information on issues related to safe, legal and responsible drinking decisions. Consumers can find information about different forms of beverage alcohol, the immediate and long-term health effects of drinking, as well as examples of when drinking is risky and why some people should choose not to drink.

This is one of a number of commitments that Molson Coors is proud to support. More information and the latest progress report can be found on the Producers Commitments site.

Our Views

We’re successful when our products are consumed the right way. That’s why we have very clear views on responsible drinking issues, which we have outlined below. For all of us at Molson Coors, being brand champions also means being champions for responsible drinking.

Molson Coors is committed to alcohol responsibility in all of our business practices. We package and label our beer in accordance with applicable laws and regulations. We advertise and sell our products honestly and in accordance with all applicable laws and regulations. We also aim to avoid any misunderstanding that we target underage drinkers or condone excessive drinking. As stated in our Global Alcohol Policy, we promote our beer to legal-drinking-age adults, and promote moderate and responsible consumption. Our standards apply to all our marketing outlets: print, broadcast, Internet, and social media. We also follow legal and self-regulatory requirements in all our markets. Through our support of Global Actions on Harmful Drinking, we promote effective self-regulation in new markets.

We follow the letter and spirit of industry self-regulatory codes that are consistent with our commitment to responsibility. Find out more by reviewing our global commitments.

If you are a consumer with a concern regarding our advertising and marketing, please talk to us.

We believe in educating and promoting responsible consumption. For more information visit ResponsibleDrinking.org.

Drinking & Driving

Alcohol-impaired driving is a serious problem in much of the world. If you plan to drink, we encourage you to plan an alternative to driving yourself. You should never drive while drunk. And if you’re with somebody who intends to drive but has had too much alcohol, be a good friend and help them to find an alternative, safe way home.

Effective measures against alcohol-impaired driving include both criminal laws and administrative processes to take away licenses from drunk drivers. Molson Coors supports effective drunk-driving enforcement in our established markets. Through our support of Global Actions on Harmful Drinking, we work to extend these proven practices to new markets.

Underage Drinking

We don’t want underage consumers of our products under any circumstance. Drinking by young people may have particular health and social risks. We support the passage and enforcement of laws making underage sales and purchases illegal. At the same time, we recognize the critical importance of parents, other influential adults and older siblings and friends in ensuring that only those of legal drinking age purchase and drink our products. To learn more about the causes and prevention of underage drinking, click here.

Programs Targeting Abuse

Even in places with reasonable government regulation and taxation, there are still alcohol abuse problems. Some have suggested that further increasing taxes and controls is the answer, but this approach may result in unintended and negative consequences, such as illicit production or smuggling.

That’s why alcohol policy experts have identified a range of targeted interventions that (combined with reasonable controls) are feasible and effective in reducing harmful drinking. We work in partnership with governments, public health organizations and other parts of the industry in our markets to identify key concerns and then choose appropriate measures to target the problems.

Binge Drinking

Drinking large amounts of alcohol over a short period of time is dangerous. The obvious outcome is being drunk, but binge drinking can also lead to serious health and social problems. While there is no agreed definition of a “binge,” this pattern of extreme drinking exists among some consumers around the world.

As a brewer, Molson Coors works to reduce excessive drinking in several ways. We begin with our own workforce, with a clear policy and expectation about responsible drinking and entertaining. We extend this principle to our advertising and marketing policy, promoting only responsible drinking to our consumers. Finally, we support effective programs that help people to make good decisions about their drinking.

We urge anybody who is drinking too much to please cut back. And those who find that difficult should seek medical advice or contact a community alcohol-abuse support group.

Drinking & Pregnancy

If you are pregnant or intending to become pregnant, please don’t drink. We encourage you to discuss what you eat and drink and how you can take care of your health with your medical professional. To learn more about drinking and pregnancy, click here.

Drinking & Risky Activities

While drinking is a part of many celebrations and social activities, special care should be taken when those occasions requiring a high degree of mental and physical ability. Drinking before activities that involve risks, such as sports, swimming, boating and other activities, can impair both judgment and coordination, jeopardizing the safety of yourself and others. If you choose to drink around these risky occasions, please wait to celebrate responsibly afterwards.

Molson Coors beers are purchased by consumers at a variety of retail outlets for consumption on-premises (e.g., restaurants, bars, pubs, sports and concert venues) or to take-away (e.g., supermarkets, convenience stores, alcohol stores). Molson Coors sells our product to these retail customers either directly, or through distributor networks. As a result, we typically do not have control of how our product is served or sold.

At the same time, we believe that responsible retailing plays an important part in reducing underage and irresponsible drinking. Trained retailers can ensure that alcohol products are sold only to consumers of legal drinking age, and not sold to intoxicated consumers. Trained staff can be the first line of defense against disruption caused by intoxicated consumers. Responsible serving practices including water and food availability, safe glassware and safe-ride home services also help reduce problems.

We partner with our customers to encourage seller and server responsibility across the world. We also provide programs, support training and distribute materials (as allowed by local law and regulation) to make the enjoyment of our brands a positive experience.

While licensed shops and pubs have legal requirements around responsible serving, all of us can follow good practice. Molson Coors brands fit into a wide variety of occasions, but the focus of the occasion should not be drinking. Make sure you have non-alcoholic drinks available, serve food along side with drinks and model responsible drinking yourself. Plan how everybody will get home safely. And above all, have a great time!

To learn more about responsible serving, check out this server’s guide. We support a number of organizations that provide educational programs on responsible drinking (link to AR case studies). We believe that drinking beer responsibly can be part of a healthy and active lifestyle.

Our goal is to provide the alcohol content, nutritional and allergen information about each of our products, either through our websites or labels. Where required or requested by governments, we include prescribed language on health risks on our labels. We believe that more detailed information is best made available by public health agencies, special programs aimed at particular groups, such as pregnant women, and by medical professionals familiar with each drinker.

Molson Coors supports licensing of alcohol production and sales, as well as reasonable taxes on beer and other alcohol beverages. We also support laws establishing the drinking age and legal limits for drunk driving. We believe that there are unintended and negative consequences from excessive regulation and taxes.

We also believe that while all categories of alcohol beverages have inherent risks, drinks with higher concentration of alcohol carry additional risks that may justify higher rates of taxation. We support socially responsible pricing models in markets where there is promotion of excessively cheap alcohol products.

Working with global partners, our impact is greater. Visit the International Alliance for Responsible Drinking for more details.