Introduction

Spirit drinks, rooted in the culture and history of European regions, are enjoyed responsibly by the vast majority of consumers, in convivial, social settings. For centuries, they have formed a cornerstone of celebrations, family gatherings, events and meals.  However, it is also clear that a minority of consumers misuse alcohol, which can lead to significant harm to themselves, their families and society at large.  As producers of spirit drinks, we take our role in society seriously – we make great efforts to reduce alcohol-related harm without punishing moderate, responsible consumers.