We have the responsibility as a company that manufactures and sells alcoholic beverages to actively deal with alcohol-related issues.

In 1976, the Suntory Group formulated the Suntory Advertising Code, making it an industry leader in exercising self-regulation in its promotions and advertising related to alcoholic beverages. We subsequently established the ARP^* Committee dedicated to addressing alcohol-related issues and the ARP Bureau (now the ARP Department). We are working to raise awareness about responsible drinking both within and outside the company, conduct in-house checks on how alcohol is sold and advertised, and have joined, work with, and support research organizations that deal with the matter.

Since 1986, we have been running a moderation advertising campaign in Japan's major national newspapers urging customers of all legal ages (20 or older) to exercise moderation in drinking alcohol. The advertisements appeared more than 110 times by the end of 2010.

The Suntory Group is strengthening its efforts to prevent drunk driving. These include advertisements that warn people not to drink and drive, special websites, and posters for restaurants and bars.
We have also introduced a designated driver program — an area in which the U.S. and Europe have taken the lead — for when we give tours of our plants. We double check which people will be driving when they arrive and again in the tasting room, and give non-alcoholic drinks to the drivers.
We no longer hold tastings of alcoholic beverages at shops in line with industry standards to ensure that we are engaging in responsible advertising and sales of alcoholic beverages.

In Japan, we are a member of the Brewers Association of Japan, the Japan Spirits and Liquor Makers Association, and other bodies. As a member of these organizations, we create posters against underage drinking that target junior and senior high school students, organize campaigns soliciting slogans, run awareness-raising advertisements in newspapers and magazines, and add warning labels to product packaging aimed at preventing drinking by pregnant and nursing mothers.

The World Health Organization (WHO) regularly holds discussions with national governments and specialists from public health organizations about how to reduce alcohol-related problems. In 2010, the alcoholic beverage industry as a major stakeholder adopted a global strategy aimed at reducing harmful uses of alcohol. As a member of the Global Alcohol Producers Group (GAP)^*, we are partnered with major manufacturers of alcoholic beverages around the world. In anticipation of a WHO review to be conducted in 2013 of how our strategies are being implemented, we are pursuing a variety of CSR initiatives such as working to prevent drunk driving in developing and newly emerging countries, setting our own standards, and working to deal with illegal drinking.