Policy and System

Our Goal

We consider alcohol-related problems (ARPs) to be at odds with the Kirin Group's identity statement of "redefining the joy of food and wellbeing." As a socially responsible corporate group that manufactures and markets alcohol beverages, the Kirin Group addresses ARPs head-on and provides practical solutions. Our activities to tackle ARPs start with establishing the basic policy and action guidelines for addressing them, and range from raising public awareness about responsible drinking to defining and enforcing stringent voluntary standards on alcohol advertising and promotion activities.
Since the enforcement of the “Basic Act on Measures to Prevent Damage to Health Due to Alcohol” in December 2014, we are even more alert to strengthening and ensuring strict enforcement of voluntary standards. We are also working to prevent alcohol-related accidents through designated driver activities and to prevent alcohol consumption by people under the age of 20, pregnant women, and nursing mothers. We also train our employees on responsible drinking and participate in industry-wide programs and campaigns against the harmful consumption of alcohol in Japan and abroad as we work with local and international communities to advance measures targeting the elimination and prevention of high-risk drinking.

Basic Policy for Alcohol Related Problems

The Kirin Group aims to contribute to a positive drinking culture by supporting initiatives to promote responsible drinking habits and reduce the harmful use of alcohol in the markets where we operate.

Conduct Guideline

  1. Based on the recognition, for those who choose to drink, that moderate and responsible drinking can be part of a balanced and sociable lifestyle, we will endeavor to disseminate knowledge concerning appropriate drinking of alcohol beverages.
  2. We recognize the potential harms of excessive alcohol consumption that can create adverse health consequences and social problems. Thus we will continuously carry out educational activities designed to target risky drinking*, and work in partnership with the government, NPOs, and liquor industry, etc.
    • Underage drinking, Drunk driving, Drinking during pregnancy, Binge drinking, and Health risks associated with drinking, etc.
  3. In our business activities, we will comply with laws and regulations, and voluntary standards set by the industry and the Kirin Group.
  4. Our employees will be mindful of their responsibilities toward society and act responsibly, by acquiring correct knowledge and deepening understanding in relation to responsible drinking.

Industrial Collaboration on a Global Scale

In recent years, addressing alcohol-related problems has become a global issue. Accordingly, mitigating the harmful use of alcohol has been adopted as a goal by the World Health Organization (WHO) through its Global Strategy to Reduce Harmful Use of Alcohol (2010) and its Global Action Plan for the Prevention and Control of NCDs 2013–2020 (2013), as well as by the United Nations through its Sustainable Development Goals (SDGs) (2015). To resolve this issue, cooperative efforts are needed among a wide range of stakeholders, including the governments of each country and experts from public health organizations, and it is necessary for the alcoholic beverage industry to play a crucial role within these efforts.
In response to the global issue of alcohol-related problems, Kirin Holdings participates in the NPO IARD* along with other major alcoholic beverage manufacturers around the world. In addition, since 2013 the Kirin Group has been working with these manufacturers to promote the “Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking” in its major regions of operation. The annual progress of these commitments is published in a Progress Report after being reviewed by an external auditor.

  • International Alliance for Responsible Drinking

The Vision behind the WHO Global Strategy to Reduce the Harmful Use of Alcohol.

  • Improve health and social outcomes for individuals, families and communities with considerably reduced morbidity and mortality due to the harmful use of alcohol and the ensuing social consequences.
  • Promote and support local, regional and global actions to prevent and reduce the harmful use of alcohol.