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Responsibility for a better future
As an industry leader, we are committed to sustainable development, business ethics, and responsible consumption of our beer.
- Responsibility

Responsible alcohol consumption

We actively promote responsible alcohol sales and consumption through direct action and in cooperation with social and industry partners. Kompania Piwowarska actively educates consumers in four areas:

Promote moderate alcohol consumption
Counteracting underage alcohol consumption
Counteracting alcohol consumption by pregnant women
Counteracting driving under the influence of alcohol

We apply strict rules for marketing communications, educate consumers through social campaigns, and - in coalition with other beer producers - place signs on packaging warning against alcohol consumption by minors, pregnant women and drivers.

We are developing the non-alcoholic beer segment

We are the leader in the Polish market for non-alcoholic beers - we have a 35.8% share of sales (Nielsen, 2024) and already offer 15 different variants. By 2030, we want non-alcoholic and low-alcohol beers (up to 3.5%) to account for 15% of all our sales.

In our opinion, the world of beer is an adult world

We follow a clear and transparent visual identification policy for our non-alcoholic beers. First of all, they are distinguished by the characteristic blue color of their packaging, which allows them to be easily distinguished from alcoholic beers. We believe that the world of beer is a world of adults, which is why all our non-alcoholic beers are additionally marked with the 18+ symbol, clearly indicating that they are intended for adult consumers only.
As a responsible producer, we voluntarily impose restrictions on advertising that go beyond current laws. Together with other companies, in 2024 we updated the Advertising Code of Ethics, expanding its provisions to include regulations on advertising non-alcoholic beers to ensure even greater transparency and compliance with public expectations.
Together with our business partners, we make sure that our products go only to adults. We make it clear that non-alcoholic beer – despite the absence of alcohol – is not a product for minors.
Our activities have one common goal – to promote a culture of conscious
and responsible beer consumption.

With education we support responsible choices

We support initiatives that help people make responsible decisions and build social awareness around alcohol. Since 2009 we have been running the ABCalkoholu.pl website, where we publish reliable knowledge about the impact of alcohol on health, culture and social life.

Since 2018, we have been a partner in the FASOFF campaign run by the “Home in Lodz” Foundation, which aims to educate about fetal alcohol syndrome. Every year in Poland, about 9,000 children are born with FAS – one of the most serious neurodevelopmental disorders resulting from alcohol consumption during pregnancy. Through our activities, we want to raise awareness of the consequences and support a change in this situation.
We are also present where beer naturally accompanies people – at music festivals. At the largest music events in Poland, we show that responsible alcohol consumption is the best choice. At Pol’and’Rock, Audioriver or Tauron Nowa Muzyka, we encourage moderation, provide breathalyzers and organize activities promoting safe fun.
In addition, as a member of the Union of Employers of the Beer Industry in Poland, we support the “Become an OSA – Responsible Alcohol Seller!” program, which aims to educate retailers to prevent the sale of alcohol to people under 18. We voluntarily place signs on all our products (bottles and cans of our beers) and in all sales materials and advertisements warning against alcohol consumption by minors, pregnant women and drivers.

We believe that through education and open conversation we can realistically influence attitudes and support responsible consumer choices

We restrict minors' access to advertisements for our products

On our own initiative, we have implemented a number of restrictions on marketing communications that go well beyond the legal requirements for the beer industry:

Our marketing communications policy specifies how we advertise beer so that our content only reaches adults.
We mark all of our products and marketing communications with clear and legible liability marks that indicate that they are intended for adults only.
Actors, actresses, models and models appearing in our marketing communications must be at least 25 years old at the time they are offered participation. They must also appear to be over 25 years of age, as can be reasonably judged by their appearance and behavior.
We monitor the broadcast hours of our advertisements and the platforms on which they are made available, so that we can reasonably anticipate that at least 75% of the audience is of legal age. This applies to both traditional and electronic media.
All of the marketing messages we publish are prepared with adult audiences in mind, and content is reviewed for proper targeting to prevent access by minors.

Marketing communication policy

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Sustainable development strategy

Sustainability Report