TM Carlsberg calls on the moderate beer consumption during the UEFA EURO 2012™

During the European Championship, the official sponsor of the UEFA EURO 2012™, TM Carlsberg implements a number of social activities aimed at improvement of beer consumption culture among the citizens of Ukraine and the guests of the Championship.

In accordance with social responsibility initiatives the garbage cans “Throw your garbage in a garbage can for the clean life” to gather beer plastic cups were placed in the official fan zones of Kyiv, Kharkiv and Donetsk during the EURO. The company hopes that this initiative will help to reduce the volume of garbage remaining on the cities' streets after the mass events. During first 10 days of the Championship the company gathered about 420 tons of garbage in the fan zones.

Particular attention of the TM Carlsberg social initiative was paid to the responsible consumption of beer. Promotional teams work in the official fan zones during the European Championship. Promoters inform guests in the fan zones about the importance of moderate beer consumption as well as hand out the bracelets for responsible fans with the words “Drink Responsibly” (“Consume responsibly”). From June 8 to June 17 about 55,000 of these bracelets were handed out. Besides this, warning slogans “Consume responsibly” are printed on the uniform of the company workers and plastic cups in which the official beer of the Championship TM Carlsberg is sold and it this important slogan is demonstrated on the billboards around the football field.

Beer sellers working in the official fan zones have completed the training for the responsible beer sale. That is the prohibition to sell beer to the minors and the obligation to check the person's documents if they have a doubt about his/her age and also the prohibition to sell beer to the people in the condition of alcoholic intoxication. By preliminary estimate almost half a million fans will receive the information about the importance of moderate beer consumption over the whole period of the Championship.

Svetlana Veselovskaya, Public Relations Manager of Carlsberg Ukraine Company: “Social responsibility is one of the basic principles of business strategy for the companies of the Carlsberg Group. Being the official sponsor of UEFA EURO 2012™, we think it is necessary to pay particular attention to social initiatives, especially to moderate beer consumption during the Championship. We want the citizens of Ukraine and the guests of our country to understand what is the beer culture and support their teams in a civilized manner”.