Since alcohol affects the human body it is usually consumed with special care. A large majority of the consumers can handle alcohol in a rational and responsible way. The source of problems and adverse, alcohol-related phenomena is not alcohol consumption per se but its abuse: irresponsible and excessive consumption. Hence the very important role of the so-called drinking culture and consumption models. Producers of beer – an alcoholic beverage – are also accountable for influencing these models.

Responsible alcohol consumption may have a positive effect on the quality of the consumers’ lives. There is more and more of scientific evidence that responsible alcohol drinking among individuals from risk-free groups is harmonious with a balanced and healthy lifestyle. However, there is no denying that excessive or irresponsible alcohol consumption may adversely affect personal life, health or the society. Kompania Piwowarska fully assumes responsibility of a beer producer and hence organizes and participates in numerous campaigns supporting positive consumption models and protecting consumers from the negative effects of excessive drinking. These campaigns include „Drunken drivers bring about death”, „Don’t sell alcohol to minors”, "Alcohol – no access to minors”, "Responsible alcohol drinking” or the recently inaugurated campaign against drunken driving "Driver-Sober”.

Moreover, together with other top breweries we have codified rules of advertising and informing about beer. Hence we have voluntarily imposed upon ourselves limitations to our advertising and promotional activities and enlaced them in the “Polish Breweries Advertising Code of Conduct”. These limitations are more restrictive than the provisions of the state Act on Upbringing in Sobriety and Counteracting Alcoholism.

What is more, together with other SABMiller breweries we have adopted the “Alcohol Manifesto” where we undertake not to address beer advertising to the underage and to provide responsible trading communication. The Manifesto’s rules apply not only to our marketing efforts but to all areas of operations, including sales and distribution and trade marketing. The Manifesto also applies throughout advertising and promotion companies willing to co-operate with Kompania Piwowarska.