We are striving for beer to become the natural choice for moderate and responsible consumers. Alongside our prevention programmes, we mainly rely on self-regulation; the rules which we voluntarily apply are some of the strictest among alcohol producers.

Our approach towards marketing is responsible. The self-regulation rules which we observe are assessed on a regular basis. That is also why well-established self-regulation represents an appropriate tool, because it is flexible, can quickly respond to changing trends, and its inspection does not require any public funds.

100 % of commercial communication must be approved by our internal Sales and Marketing Compliance Committee

99,4 % of our advertisements meet the 75:25 rule

Držíme se našeho kodexu komerční komunikace, který obsahuje řadu přísných pravidel.

We follow our Code of Commercial Communication, which includes several strict rules.

On top of that, digital communication at Plzeňský Prazdroj follows Digital Guiding Principles, , which, among other things, include important rules related to the content of websites and social networks.

In 2019, we did not receive any complaints from the EASA (Rada pro reklamu). We received one notification informing us that the Council for Radio and Television Broadcasting had commenced offence proceedings. However, we do not believe the given advertisement violated any laws or our self-regulation principles. The final decision whether there really was a violation of law is not available yet.

Our commitment towards the responsible communication of our products was also confirmed by us adopting the following international undertakings: Brewers of Europe, World Federation of Advertisers, IARD.

Via the Respect 18 project, we want to raise awareness and change the tolerant approach of the public towards drinking by minors in the Czech Republic. In 2019, the project was actively participated in by 105 thousand people.

At the same time, we are fighting for the reduction of availability and consumption of alcohol by kids or minors. The project is a result of cooperation between the Pilsen Municipal Council, Plzeňský Prazdroj and the Centre for Drug Prevention and Therapy, and has been running for seven years. We are gradually expanding our cooperation with regions and municipalities, and the Regional Authority of the Moravian-Silesian Region is now a partner of the project.

For our message – respect the age limit for selling and serving alcoholic beverages and reduce the tolerance towards minors drinking alcohol – to get more attention, we engaged the team of Kopačky (football boots, a name for a women´s football team) in the project. We created a women´s football team together with our partners. All the players were playing for the same goal and helped open up the discussion on the topic of kids and alcohol (Respect 18).Kopačky won the award for the best project promotion within the Global Goals World Cup, event, which takes place under the auspices of the UN.

We promote responsible alcohol consumption also via our website www.napivosrozumem.cz where you can download a calculator for the permitted alcohol limits, “Alkulačka Promile INFO”. The calculator calculates the blood alcohol content and the time when the consumer´s alcohol content will be zero again. Last year, we managed to attract 25 thousand people to either download the application, or take a breath test during some of the festivals at which we were promoting the project. We have been cooperating on this project with the organisation Sananim for ten years.

Together with the Czech Beer and Malt Association, we participate in projects like Řídím, nepiju alko (I drive, I don´t drink alcohol) and Člověče, nezlob se (Man, don´t get angry, which is the Czech name for the board game Ludo).

We train and educate our employees, as well as business partners from the ranks of publicans or store representatives, and other stakeholders.

Each employee of Plzeňský Prazdroj receives training focused on responsible alcohol consumption called ABC of Alcohol and Alcohol IQ.

Simultaneously, we address our customers, stores, restaurants and bars. Last year, we distributed 7 thousand leaflets in supermarkets with information where and how it is possible to place advertisement for our products. Recently, we have anchored the responsible conduct also in contracts with some partners, and we would like to extend this activity to more places.

We want to continue in the promotion of a healthy approach towards alcohol.

By 2025, we want to increase the number of people joining programmes promoting responsible drinking by 20 percent.

We will also focus more on cooperation with our customers from the ranks of chain stores and shops – it is also up to them to spread alcohol responsibility. That is why in 2019 we joined the new IARD commitment within which we want to focus on our cooperation with partners when creating e-commerce standards.