Last month, I was proud to publish our Annual Impact Report on behalf of spiritsEUROPE, which summarises the scope and reach of its Responsible Drinking Initiatives (RDIs) across Europe. The report highlights some of the most promising and successful partnership approaches supported by spirits producers in Europe, impacting millions of people each and every year. Reducing the harmful use of alcohol is a shared responsibility that requires engagement from all sectors of society. Governments, businesses, public health organisations, educators, and individuals must collaborate to foster a culture of moderation, responsible consumption, and targeted harm-reduction strategies.
The United Nations’ Strategy to tackle Non-Communicable Diseases (NCDs) has highlighted the importance of a whole-of-society approach in addressing harmful drinking patterns. This collective effort has successfully engaged all relevant stakeholders, including the private sector, to contribute to global public health objectives. By working together, societies can reduce harmful consumption without resorting to ineffective blanket restrictions.
Evidence suggests that promoting informed decision-making and fostering cultural shifts towards moderation are more effective than rigid, one-size-fits-all policies. Public awareness campaigns, school-based education programmes, and workplace initiatives provide individuals with the necessary knowledge to make responsible choices. Policies should focus on evidence-based harm reduction rather than oversimplified prohibitions that fail to account for the complexities of alcohol consumption.
A pragmatic, evidence-driven approach is needed—one that acknowledges risks but also respects personal responsibility and societal benefits. In the pursuit of public health, honest communication and collaborative solutions will always be more effective than fear-based narratives.
“Europeans are drinking more responsibly than ever”
The good news is that most Europeans are moderate drinkers, and indicators of alcohol-related harm are on the decline across the EU. In fact, 82.6% of Europeans adhere to low-risk drinking guidelines, demonstrating a widespread commitment to responsible consumption.
Moderate alcohol consumption is deeply ingrained in European culture and culinary traditions, playing a significant role in social and community life. Unlike alarmist narratives that paint alcohol consumption as universally harmful, the reality is that most Europeans enjoy alcohol in a responsible manner, integrating it into a balanced lifestyle.
A sweeping statement such as "no safe level" does little to help individuals make informed decisions. Risk communication should empower people with actionable steps to mitigate potential harm rather than framing abstinence as the only responsible choice. Alcohol consumption, when done responsibly, can have social and cultural benefits that should not be dismissed outright. The focus should be on education and moderation rather than alarmist messaging that discourages nuanced discussion.
Therefore, a combination of evidence-based legislation, enforcement, and public education has significantly increased awareness around harmful drinking patterns. This comprehensive approach has led to a measurable decline in alcohol-related harm over the past decade. The success of current policies underscores the importance of maintaining strategies that are proving effective. Sweeping generalisations that ignore this positive trend risk being not only inaccurate but also counterproductive. Instead of discouraging moderate drinking, efforts should focus on continuing the progress already being made through informed decision-making and responsible consumption.
“We remain fully committed”
I take great pride in the work our sector has done over the years to promote responsible behaviour across Europe. The progress made over the past decades in reducing harmful consumption trends is encouraging but the work is never finished! Actions need to be repeated with new generations and cannot be accomplished by us alone. Informing consumers about responsible drinking requires the consistent and persistent delivery of relevant messages – on websites, commercial communications and beyond. Therefore, our focus is simple, but clear: “Repetition, repetition, repetition.”
The initiatives we report year-on-year since 2007 are helping to contribute to a change of behaviour where people are drinking better but not necessarily more. This is both an inspiration and motivation for us to continue and refine our efforts with local partners.
European countries are on track to reach the objectives of reducing alcohol-related harm
