Participating in industry organizations and international initiatives to address alcohol issues
Orion Breweries, Ltd. (the “Company”) is vigorously addressing alcohol-related issues through participation in the Brewers Association of Japan to develop voluntary industry standards and strengthen initiatives.
The International Alliance for Responsible Drinking (IARD), whose members are the world’s leading alcoholic beverage companies, in 2012 announced the Producers’ Commitments to contribute to the “global strategy to reduce the harmful consumption of alcohol” of the World Health Organization (WHO). As a member of the Brewers Association of Japan, which is a supporting organization of IARD, Orion Breweries has developed its initiatives for responsible drinking in line with the Producers’ Commitment. We will continue to strengthen our initiatives.
Five Commitments
- Reducing underage drinking
- Strengthening and expanding marketing codes of practice
- Providing consumer information and responsible product innovation
- Reducing drinking and driving
- Working with retailers to reduce harmful drinking
Goal
In order to ensure the effectiveness of the initiatives related to the above-mentioned commitments, the Company conducts an annual learning and awareness program (e-learning, etc.) on responsible drinking. The target is 100% participation by employees (in Japan).
Alcohol product labeling and advertising
The Company labels its products in accordance with the Voluntary Code for the Advertising and Marketing of Alcohol Beverages and the Labeling of Alcohol Beverage Containers established by the Japan Liquor Industry Council (*1).
Specific initiatives related to advertising, marketing, and sales promotion planning include responsible drinking messages in TV commercials and other advertisements, as well as at in-store POP displays, regarding under-20 drinking, driving under the influence of alcohol, and drinking during pregnancy. With regard to TV commercials, we are refraining from TV advertising of alcoholic beverages from 5:00 a.m. to 6:00 p.m., have raised the minimum age of those appearing in advertising to 25 years, and TV advertising does not contain sound effects such as swallowing or gulping sounds.
Regarding responsible drinking messages on products and other items, alcoholic beverage containers bear the following: “Consumption of alcoholic beverages during pregnancy and nursing may adversely affect the development of your fetus or infant.” and “Consumption of alcoholic beverages by those under 20 years of age is prohibited.” In addition, the “alcoholic beverage mark” is displayed to prevent misidentification as a soft drink, and the Braille “alcoholic beverage” sign is on the lid of canned alcoholic beverages.
In July 2021, we began displaying the number of grams of pure alcohol in the can along with the alcohol content by volume to make it easier for customers to understand the amount of alcohol they are consuming.
Began labeling all alcohol products with the number of grams of pure alcohol in the can (The Company’s news release on April 26, 2021)- The Japan Liquor Industry Council consists of nine organizations. The Brewers Association of Japan, of which Orion Breweries is a member, is one such organization.
Eliminating inappropriate drinking, such as drinking too much or drinking under the age of 20
As part of daily life and culture since ancient times, sake has traditionally been enjoyed at festivals, as an accompaniment to food, and on many other occasions. Irresponsible drinking, such as excessive drinking, not only increases the risk of lifestyle-related diseases such as cancer, hypertension, and cerebral hemorrhage, but also causes mental and physical health problems, such as alcoholic liver disease and alcohol dependence. We have been studying ways of tackling the alcohol-related health issues confronting Okinawa Prefecture. At the end of 2019, we discontinued products with high alcohol content, known as “strong products,” and are constantly pursuing what we believe is a better drinking culture under the motto “Enjoy drinking for a long time and stay healthy.”
When drinking alcohol, it is important to determine the amount of alcohol that suits you and to be mindful of your health. In order to promote understanding of the appropriate amount of alcohol to be consumed, we display the number of grams of pure alcohol content in all of our products, in addition to the display of alcohol content by volume. For customers who want to enjoy drinking without any anxiety about the effects of alcohol, we have developed and launched “Clear Free” a non-alcoholic beverage that is an alternative to alcoholic beverages for people who are 20 years of age and older. Furthermore, with a view to achieving a better drinking culture, all this information on responsible drinking is also available on our website.
Initiatives for vulnerable populations
The Brewers Association of Japan, an organization of Japanese breweries of which we are a member, promotes and disseminates information on various initiatives, including the promotion of responsible drinking and the prevention of drinking by people under the age of 20.
The physical and mental health of people who are not well-informed can be badly affected if they drink excessively or otherwise irresponsibly. Therefore, we offer off-premises talks on the risks of alcohol consumption to local elementary and junior high school students and university students.
In cooperation with pharmaceutical companies we disseminate information on the health issues confronting the community and the desirability of responsible drinking as part of efforts to encourage local residents to review their lifestyles.