Our Purpose: Let's Drink Better
A sustainable drinking culture is rich, diverse, linked with social life and food culture; it is responsible enjoyment. A responsible drinking culture aims to minimize alcohol related harm and at the same time support the positive aspects of enjoying drinks with moderation. This includes combining food and drink, festivities and traditions, enjoying quality and the small oasis of relaxation in life.
Today’s consumers enjoy alcohol mostly responsibly. The consumption of strong spirits is on lowest level since the 1960’s. Particularly young people’s consumption has decreased throughout the 21st century. This positive development should be supported. At the same time we must take care of harm prevention and referral to treatment to those, who have a problem with alcohol.
How do you change culture? We have crystallised our purpose as a company: Let’s Drink Better. Better drinking refers to enjoying drinks in a more positive manner. It can be higher quality, smaller quantity, more social, more environmentally friendly or lighter. Also the active, conscious choices and health-consciousness of today’s consumers lead towards better dinking all the time.
Our product development always holds in mind Let’s Drink Better angle: Will the new product offer consumers a more environmentally friendly option or an option that brings benefits to the producer’s community? Is the drink organically produced, do the ingredients come from close or is the product maybe 100 % domestic? We also continuously grow our selection of low-alcohol and non-alcohol products.
A responsible drinking culture should also be supported by the collaboration of private and public actors as well as open discussion in our society.
Let’s enjoy responsibly and higher quality – Let’s Drink Better.