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A Responsible Alcohol ProducerPolicy 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 underage consumers, 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 Addressing Alcohol-Related Problems

The Kirin Group, true to its identity statement of being "focused on people, nature, and craftsmanship to redefine the joy of food and wellbeing," works to prevent high-risk drinking, which can lead to a variety of problems, and to promote responsible drinking.

Basic Policy

In the belief that responsible drinking has its merits and facilitates communication among people, we educate the public on sensible drinking.
Acknowledging that alcohol beverages have an intoxicating effect on people and that excessive drinking may lead to alcohol dependency, we conduct public-awareness campaigns on the potential problems that irresponsible drinking may cause to prevent such problems.
  • ・ Reventing underage drinking
  • ・ Preventing drunk driving
  • ・ Preventing reckless drinking
  • ・ Discouraging pregnant women from drinking
We strictly adhere to laws and regulations, voluntary standards set up by the industry, and our own voluntary standards in conducting our business while promoting responsible drinking and preventing high-risk drinking.
We support public campaigns and grassroots activities to prevent irresponsible drinking.
We establish a responsible-drinking drive month in which all employees are encouraged to participate in a training session or a self-development program.

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.

Efforts toward Fulfilling Our Commitments

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

Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking

Progress Report

Initiatives of the Kirin Group

In addition to the aforementioned industrial collaboration, the Kirin Group is making Groupwide efforts to eliminate the harmful use of alcohol in each region of operation. Accordingly, in its CSV Commitments, which were formulated in 2017, the Group has positioned being “a responsible alcohol producer” as the underlying principle of its CSV efforts. The CSV Commitments have also clarified the Group’s stance of promoting the development of non-alcoholic and low-alcohol products and raising customer awareness of these products. Going forward, the Group will further strengthen its efforts toward promoting the appropriate use of alcohol while leveraging its long-cultivated know-how, assets, and networks on a Groupwide basis.

Our CSV Commitment


© 2007 Kirin Holdings Company, Limited.

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