0.1 Responsible drinking / passing a culture of enjoying alcoholic beverages to the next generation
Kirin Group will work toward eradicating the harmful use of alcohol, consistent with regional challenges. We will also work to develop no- and lower-alcohol products in each category and improve consumer acceptance of these products.
- We will take measures to promote education in responsible drinking and drinking manner in line with regional challenges.
- We will increase development of our no- and lower-alcohol products to provide a greater breadth of options for our customers.
- We will label each product with its alcohol content to support responsible drinking habits for our consumers.
1) Number of participants in responsible drinking education programs / viewers of drinking manner advertisements
2) Expansion of sales of no and lower-alcohol products
3) Percentage of products with alcohol content labels
* Kirin Brewery, Mercian, Lion and Myanmar Brewery
Goals for 2021
1) 1 million
Kirin Brewery Company, Limited,
(compared with 2018)
(compared with 2018)
2) Lion Proprietary Limited
Maintaining the high proportion of the less than mid strength category in Australia
3) Kirin Brewery Company, Limited,
(will begin by 2024)
Myanmar Brewery, Limited
3) 20 %
Lion Proprietary Limited
3) 100 %
- 350ml and 500ml canned beer (beer, low-malt beer and new genre) and RTD
Responsible Marketing Activities
The Kirin Group recognizes its social responsibility as a company that manufactures and sells alcoholic beverages, and with the aim of conducting appropriate advertising activities, we only target people of legal drinking age in our advertisements and have also placed limitations of the expressions used in our advertising. In addition, we have established our own independent rules for ethical advertising that are stricter than the industry regulations for advertising and marketing*, and we continue to review, revise and strengthen these rules in accordance with the current social norms. Based on the Basic Act on Measures against Alcohol-related Harm enacted in 2014, we have raised the minimum age of the talent used in TV advertisements to 25 years old as an independent measure aimed at preventing the inducement of inappropriate alcohol consumption. Also, within our TV advertisements, we have stated in our internal rules that we will no longer emphasize the throat area and gulping sound, and this practice has since become standard industry-wide.
Also, a check system for ethical advertising has been created in order to confirm the contents of all advertisements, including TV, newspaper, magazine, Internet, SNS, public transportation and POP before they are released. A dedicated Ethical Advertising Committee performs strict checks every day, and the activities of the committee are strongly promoted through regular committee meetings. From the perspective of alcohol related problems, an ARP officer has been appointed within the CSV Strategy Department as the designated point of contact, and along with strictly checking advertisement images, warnings and advertisement expressions, the ARP officer also works to prevent inappropriate marketing activities and conduct awareness activities for responsible drinking targeting persons both inside and outside the company.
All alcoholic beverage containers contain the warnings "Consuming alcohol while pregnant or breastfeeding may harm fetus or infant development. Must be at least 20 years old to consume alcohol." with the aim of preventing underage drinking and alcohol consumption while pregnant or breastfeeding.
Also, product containers contain an "Alcoholic beverage mark*" in an easy to see location in order to prevent confusion with soft drinks (the term "Contains alcohol" is printed within a circle).
In addition, "Contains alcohol" is also printed in braille on the can lid.
For can chu-hi products using fruit as part of the package design, the underage drinking and no alcohol while pregnant or breastfeeding warnings are displayed in two locations as part of the efforts to eliminate harmful alcohol consumption.
- Display on all canned alcoholic beverages containing less than 10% alcohol and containers excluding those with a content of 300ml or less.
In 2015, when accessing the corporate websites containing information regarding alcoholic beverages, an age verification gateway was added where the user must confirm being at least 20 years old by answering "yes" or "no".
Furthermore, from May 2019, with the aim of further preventing underage drinking, the gateway was revised to require inputting the year of birth, and users found to be underage are sent to a webpage stating underage minors are not able to view "alcohol related content" (Underage drinking prevention webpage). Also, once a person is found to be underage, returning to the age verification gateway will still result in being automatically sent to the underage drinking prevention webpage. If the age cannot be confirmed based only on the birth year, it is required to enter the month and day of birth.
Kirin Group, in cooperation with industry associations, medical associations, and other related organizations, conducts various educational activities aimed at responsible drinking, as well as strengthening and revising its voluntary standards to promote responsible marketing activities.
Beer Brewers Association
The Beer Brewers Association, a specially authorized corporation established in 1953 by Kirin Brewery and four other beer companies, is engaged in voluntary activities to prevent and improve the inducement of inappropriate drinking. In addition to the dissemination of correct knowledge, such as the prevention of underage drinking and appropriate drinking for women, the association works to ensure appropriate beer liquor taxation, promote environmental beautification and resource conservation, and collaborate with brewing organizations in Japan and overseas.
Japan Spirits & Liqueurs Makers Association
It is a corporation established in 1953 under the Law Concerning Preservation of Liquor Taxes and Liquor Industry Associations, etc., and is organized by manufacturers of whiskey, brandy, spirits, liqueurs, sweet fruit wine, and miscellaneous liquors (similar in nature to mirin). As a member of the association, Kirin is involved in efforts to address social issues related to alcohol, such as the issue of alcohol and health, and also participates in movements to protect the environment, such as recycling of containers.
Health and Medicine of Alcohol Association
Established in 1980, it is an incorporated association under the joint jurisdiction of the Ministry of Health, Labor and Welfare and the Ministry of Finance. With the aim of promoting and raising awareness of responsible drinking, the association publishes journals and information magazines, holds lectures, distributes videos and posters, and conducts surveys and research on alcoholic beverages and health. Kirin and other alcoholic beverage companies cooperate with the association to publish an information magazine on alcohol problems three times a year.
IARD(International Alliance for Responsible Drinking)
In order to address alcohol-related issues as a global challenge, Kirin Holdings is a member of IARD, an international non-profit organization involving the world's major alcoholic beverage manufacturers, and has been promoting the Industry Commitment, a joint statement to promote proper drinking and reduce harmful drinking on a global level, in the Group's major business regions since 2013.
Initiatives to Provide Responsible Drinking Education
Other initiatives in Japan
We will introduce our various activities to raise awareness of responsible drinking to solve alcohol-related problems, including advertisements that inform people of the risks of drinking and encourage them to be careful.
Initiatives of Lion and Myanmar Brewery
At Lion and Myanmar Brewery (MBL), opportunities are being provided to think about responsible drinking by stating the pure alcohol content on the container, conveying information about the amount of alcohol consumed, and conducting awareness programs.
Expansion of sales of no- and lower-alcohol products
Initiatives to Promote Non-Alcoholic Beverages
"Excessive consumption of alcohol negatively affects health and can trigger lifestyle diseases. The Kirin Group is contributing to the realization of enjoyment in daily life without thinking about the affect of alcohol through development and sales of non-alcoholic products with good taste. Having the option of non-alcoholic beverages to take a day off from drinking alcohol and as a chaser during parties makes it easier to have a mature relationship with alcohol. In October 2019, KIRIN KARADA FREE, a non-alcoholic beer that also helps reduce visceral fat, was launched as a food with functional claims that provides both good taste and health benefits.
It is also recommended for drivers and others who want to drink but cannot consume alcohol. As one of the initiatives to eliminate drunk driving, Kirin Brewery supports the ""Designated driver movement"", and in addition to including the designated driver mark on the container of the non-alcoholic beer Kirin Zero Ichi (Non-alcohol), we are working to increase awareness of the designated driver movement.
Non-alcoholic products have a similar taste as their alcoholic counterparts, and they have been developed for consumers who are at least 20 years old. Going forward, we will work to further expand the lineup of these products."
Non-alcoholic beverages of Kirin Group (Japanese Only)
Products with alcohol content labels
Initiatives of Lion and Myanmar Brewery
Lion and MBL have created symbols that indicate the amount of alcohol contained in 1 drink. These symbols are printed on the product label and enable customers to know how much alcohol they are consuming. In addition, these symbols make it easier for customers to moderate their alcohol consumption.
Contributing to healthy and pleasurable lives by developing a variety of non-alcoholic beers
Kirin Brewery successfully developed the world’s ﬁrst 0.00% non-alcoholic beer and named it KIRIN FREE in 2009.
Consumers immediately reacted very positively after the product was launched. Sales volume reached around four million cases annually in a market that had previously generated total annual sales of about 2.5 million cases. At the same time, the product created a new market for 0.00% non-alcoholic beer. We also collaborated with police departments in drunk driving prevention events and carried out promotional campaigns at highway service areas. Through those eﬀorts, we helped alleviate the problem of drinking and driving in Japan.
Introducing some of the Kirin Group's efforts to create and share social value