Our Policies and Approach
As a company dedicated to the responsible manufacturing and sales of alcoholic beverages, we play an proactively address the issues around alcohol-related harms.
Our way of Approach
The World Health Organization (WHO) has identified harmful drinking as one of the four major risk factors for non-communicable diseases (NCDs), including cardiovascular disease, cancer, chronic respiratory disease, and diabetes. In turn, the WHO adopted the “Global strategy to reduce the harmful use of alcohol” at its World Health Assembly held in May 2010. In response, Suntory formulated an action plan for our global strategy in 2013. This included the goal of reducing harmful use of alcohol by at least 10%, which was later raised to 20% in the second action plan in 2022. Alcohol issues are garnering more attention globally, with frameworks being established to support specific efforts in each country.
Following this global trend, in Japan the Ministry of Health, Labour and Welfare took the lead to pass the “Basic Act on Measures against Alcohol-related Harm” in 2013 and to formulate the “Basic Plan for Promotion of Measures against Alcohol-related Harm” in 2016. The Basic Plan focuses on the issues of thoroughly disseminating knowledge about the risks associated with alcohol consumption, to prevent the occurrence of alcohol-related health problems in the future, and to establish a seamless support system ranging from prevention and consultation regarding alcohol-related health problems to treatment and support for recovery. The government is working together with local governments, medical institutions, and local communities to strengthen early intervention and treatment support for alcoholism and to raise awareness. Companies that carry alcoholic beverages, including Suntory, and the food and beverage industry are also actively carrying out initiatives to convey the importance of responsible drinking. This includes sharing alcohol consumption guidelines and implementing campaigns to prevent underage drinking.
Our goal is to ensure that people have proper knowledge of alcohol and practice responsible drinking habits to lead a healthy and enriching life by getting along well with alcohol.
Reducing the harmful use of alcohol is an important issue for society. Suntory Group is actively promoting responsible marketing practices and moderate drinking awareness.
Responsible Consumption - Suntory Group's Principle and Course of Action (Established 2002)
Suntory Group strives to prevent misuse of alcohol and raise awareness of responsible consumption thus contributing to healthy lifestyles:
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1.We recognize the intoxicating effects of alcohol and its potential for misuse, which can lead to various physical, mental and social issues, and we strive to prevent alcohol-related harms.
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2.We strive to create a culture of responsible consumption in which differences in physical constitution and conditions, as well as drinking styles or attitudes towards alcohol, are respected. We understand and respect that for some people, the best choice is not to consume alcohol.
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3.We recognize that responsible consumption can support a well-balanced lifestyle and that it can play a positive role in social occasions; we strive to promote responsible consumption whenever alcohol is consumed.
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1.We are committed to responsible marketing, providing consumer information and responsible product innovation.
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2.We actively cooperate in social activities, including but not limited to;
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-Eliminating under legal drinking age drinking
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-Eliminating drunk driving
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-Eliminating binge drinking
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-Eliminating alcohol related harassment
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3.We will comply with laws and industry standards.
Promoting Structure
In 1976, Suntory Group established the Suntory Advertising Code, leading the industry in exercising self-regulation in its promotions and advertisements related to alcoholic beverages. We subsequently established the Alcohol Responsibility and Sustainability (ARS) Committee and the Global ARS Department in 1991 to address alcohol-related problems. We focus on (1) responsible marketing, (2) promotion of moderate drinking. In 2021, we declared the New DRINK SMART COMMITMENT*1 toward Suntory Group employees in Japan. We designate every November as the Suntory Group ARS Month and strengthen our initiatives.
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*1The DRINK SMART COMMITMENT was declared in 2018. The new COMMITMENT was declared in light of the changes in the environment surrounding alcohol since then. It consists of two tenets: "All employees have the correct knowledge about alcohol and will drink in a respectful and considerate manner." and "All employees recognize that we are a member of the world's leading liquor company group, and we will promote responsible drinking as we regard others as valued customers."
Our Goals
Suntory Group has been leading the industry by actively addressing alcohol-related problems. We will continue to engage in initiatives to raise awareness of responsible drinking for the consumers and also for our employees globally.
2025-2030 Activity goals
| Key Performance Indicator | Targets | |
|---|---|---|
| 【Japan】 Share the value of alcohol and Raising awareness of responsible drinking |
Through seminars, we directly convey messages about the importance of responsible drinking and the value of alcohol. | 200,000 people |
| 【Global】 Raising awareness of responsible drinking |
Deliver a message about responsible drinking ・Dissemination of messages centered on advertisements to raise awareness of responsible drinking in Japan and overseas (Deployed in various media such as SNS and websites) |
1 billion people in total |
| 【Global】 Employee Training |
Conduct regular employee training | Approximately 40,000 employees (annually) |
Activity goals for 2022 to 2024
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1.Reach out to consumers in Japan with messages of "Drink in Moderation" (by the end of 2024): Achieved in April 2024
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2.Provide alcohol content information on the packaging: Achieved in March 2023
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3.Employees to participate in programs aimed at raising awareness of responsible drinking(approx. 20,000 employees of domestic group companies): e-learning implementation rate over 99%
Our Initiatives
Practice Responsible Marketing
Recognizing that alcohol has intoxicating and addictive properties, Suntory Group has set its own stricter in-house standards in addition to the voluntary industry standards in order to engage in responsible marketing activities for alcoholic beverages.
In addition, our Global ARS Department, which specializes in alcohol-related issues, conducts internal pre-reviews of alcohol marketing based on laws and these voluntary standards.
Furthermore, we hold information sessions and e-learning programs for marketing and sales personnel of alcoholic beverages to promote responsible marketing activities.
Continuous Enhancement of Marketing Standards (Industry / Internal)
We support and continuously enhance self-regulatory marketing standards in partnership with the Council on Alcohol Consumption, as well as follow our own internal marketing code to correspond with societal trends. We introduced warnings for pregnant and nursing mothers in all communications beginning in 2010. Furthermore, the restriction period for television commercials on Saturdays, Sundays, and holidays has been extended from 5:00 am to 12:00 pm to 5:00 am to 6:00 pm. We have also decided to refrain from airing alcohol-related television advertisements throughout the year from 5:00 am to 6:00 pm.
Based on the "Alcohol Health Disorder Countermeasures Basic Law" enacted in 2014, we are taking independent measures to prevent the abuse of alcohol such as setting the age of celebrities appearing in TV ads to 25 and older, and removing the sound effect of "gulp" when drinks go down the throat.
Self-regulatory marketing standards for alcoholic beverages (in Japanese)
1.Promoting Non-alcoholic Drinks
Suntory Group is striving to promote non-alcoholic beverages to respond to a broad range of consumer interests and occasions.
We established the same internal marketing standards on these products as alcohol products in order to ensure that all marketing activity is directed only to legal drinking age adults in each region.
The market for low/no-alcohol beverages is expanding due to diversification of consumers drinking behaviors influenced by the COVID-19. We are going to continue to lead this growing market, by further improving the quality of our existing products and developing the new product lineup.
2.Warning Labels on Packaging
All our alcoholic beverage products carry health warning messages to pregnant and nursing women and warning messages to stop under 20 drinking, based on the voluntary standards established by the alcohol industry. We also put alcohol beverage symbols on beer and RTD (ready-to-drink) beverages that are low in alcohol to prevent accidental consumption.
3.Establishing Age Verification Gates to Alcohol Brand Website
Since 2015, we have used age gates to our alcohol brand websites in order to confirm visitors are at least 20 years of age, the legal drinking age in Japan.
4.Conducting Seminars for Sales and Marketing Representatives
The Global ARS Department conducts seminars for sales and marketing representatives to deepen the knowledge on the industry’s voluntary code of conduct and Suntory's own marketing code. The seminar provides them with the necessary viewpoints ranging from product development to sales promotion through case studies.
Activities to Raise Awareness of Responsible Drinking
Internal Initiatives
As a member of a company that manufactures and sells alcoholic beverages, it is important that our employees are aware of responsible drinking at all times. We clearly state in our employment regulation that any employee who drinks and drives during or outside the working hours will be dismissed under instruction.
Moderate Drinking Awareness Program for Group employees in Japan
We conduct an e-learning program to raise awareness on knowledge necessary for employees of a corporate group that manufactures and sells alcoholic beverages, such as the mechanism of intoxication and differences due to genetics and physical constitution.
Alcohol Metabolism Genetic Testing for Group employees in Japan
We offer alcohol metabolism genetic testing to all Group employees in Japan for their consideration for others and to deepen understanding of moderate drinking.
Intranet Page on Global ARS
Every employee can access information regarding responsible consumption, as well as our voluntary standards, examples of responsible marketing, and seminar tools.
In addition, we also raise awareness of moderate drinking through seminars for executives and sales representatives, and "Drink in Moderation Campaign" posters.
External Initiatives
We are committed to providing customers and consumers with information about alcohol so that they can make informed choices about alcohol and consume in moderation.
Suntory Activities to Promote Moderation in Consuming Alcohol
Since 1986, Suntory Group has been promoting the importance of moderation in consuming alcohol. For example, we have issued advertisements stating that alcohol should be served in moderation. In addition, since 2011, we have held seminars to raise awareness of responsible drinking for companies and local governments. And over the past 13 years, we have helped a total of 36,000 people to understand the importance of consuming alcohol in moderation and responsibly.
To convey this message even more effectively, we launched a new campaign in November 2024. The campaign will focus on responsible, diverse ways to enjoy alcohol in moderation by exploring the cultural roots of alcoholic beverages, and will emphasize the realization of a society in harmony with alcohol through awareness of responsible drinking.
Provide alcohol content information on packaging of liquor products
We provide the alcohol content information (in grams) of our major brands sold in Japan on our website. In addition, we have labeled the amount of pure alcohol in grams per containers since 2022 (canned beer, RTD (ready to drink) and wine that are manufactured in Japan)
Suntory receives multiple awards for its activities to raise awareness of responsible drinking
Suntory's awareness-raising activities have been highly praised from various sectors.
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Responsible Consumption Campaigns by Suntory
●Responsible Drinking
We have been advertising "Drink in Moderation" in national newspapers since 1986, to communicate responsible consumption through humor. In addition to newspapers, we are stepping up dissemination via social media.
On Suntory's website, we feature DRINK SMART to promote moderate consumption for the healthier and well-balanced lifestyle by understanding the facts about alcohol and enjoying it responsibly.
We conduct "Drink Smart Seminars" to provide the facts about alcohol and individual differences, such as how gender, height, weight and ethnicity can affect of alcohol metabolism. We also released "DRINK SMART MOVIE" for responsible drinking.
Drink Smart Ambassadors
We encourage our employees to be a "Drink Smart Ambassador" who conduct Drink Smart Seminars for our customers and third parties.
●Recommend Drinking in Moderation
Raising awareness about drinking in moderation with humorous illustrations and witty approach to decline invitations to drink on non-drinking days advertisement.
●Prevent the Abuse of Alcohol
Educational movie to prevent under age drinking
We produced educational materials to promote responsible drinking for young people and distributed them to educational institutions, primarily universities. We also conducted on-site classes at universities using these materials.
“No Binge Drinking! Campaign,” collaborated with NGO - Council for the Prevention of Binge Drinking.
Responsible Drinking Initiatives by the Alcoholic Beverage Producers Associations in Japan
We engage in the “STOP! under 20 Drinking Campaign” twice a year primarily on public transportation advertisements.
Posters to alert platform accidents by intoxicated passengers posted at major railway stations of JR West and inside railway cars
We are providing information to prevent alcohol consumption by at-risk women.
We also have been putting health warning messages on our products, advertisements, and POP materials to prevent consumption of alcohol when pregnant.
Global Initiatives to Reduce Alcohol Issues
The World Health Organization (WHO) adopted the “Global strategy to reduce harmful use of alcohol” in 2010. Reduction of harmful effects of alcohol is one of the goals of the action plan for NCD (non-communicable diseases/lifestyle-related diseases) prevention established in 2013 as well as one of the UN SDGs (Sustainable Development Goals) in the health field established in 2015, and it is positioned as one of the global problems that must be addressed through cooperation with national governments, specialists from public health organizations, and other related parties. The manufactures of alcohol beverages are regarded as important stakeholders in these efforts.
Suntory Group is participating in the IARD organization (http://www.iard.org/) that makes efforts to promote responsible drinking internationally to respond to these alcohol-related issues. Since 2013, we have been working to promote the “Industry Commitment for Reducing Harmful Use of Alcohol” which involves major alcohol beverage manufacturers from around the world.
The progress of the Industry Commitment is published as a Progress Report after annual audits by an auditor.
We have also established a division dedicated to reducing harmful use of alcohol, regularly hold Global ARS Committee meetings, consolidate global marketing regulations based on a mid-term vision and promote awareness-raising programs in order to realize responsible marketing activities on a global level and raise awareness of responsible drinking.
Furthermore, as part of the Suntory Group's global Drink Smart® program, we implement measures tailored to the specific needs and cultures of each market, based on fundamental principles such as preventing underage drinking and drunk driving, raising awareness about responsible drinking, and considering those who do not drink, in cooperation with relevant organizations.
About the IARD
The IARD (International Alliance for Responsible Drinking) is a non-profit organization headquartered in Washington D.C. in which 13 of the major alcoholic beverage manufacturers from around the world participate.
Suntory Group has participated in the IARD since its establishment as Suntory Global Spirits and has also been deeply involved in the formulation of the Industry Commitment for Reducing Harmful Use of Alcohol, an effort by the alcoholic beverage industry in response to the World Health Organization's Global Strategy to Reduce Harmful Use of Alcohol (adopted in 2010).
As part of this "Industry Commitment," IARD has been promoting efforts in the following five areas since 2013 to reduce harmful drinking:
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(1)Reduction of alcohol consumption by minors
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(2)Development and strengthening of industry voluntary standards on expression of drinking
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(3)Responsible product development and disclosure of information to consumers
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(4)Drunk driving reduction
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(5)Strengthening of collaboration with the retail field
Suntory Group's efforts in major markets including Japan and the United States have been reported and evaluated, including the distribution of educational materials for parents and children to prevent under age in Japan and education programs for drunk driving offenders in conjunction with traffic courts in the United States. These efforts unique to Suntory as well as collaborative efforts with alcohol industry associations in various countries have been highly praised.
IARD provides online training tools for retail and restaurant employees to prevent the sale of alcoholic beverages to those under the legal drinking age. In 2023, we also formed the Global Standards Coalition with more than 80 major companies around the world, including those in the distribution and advertising industries, to work to reduce the harmful use of alcohol.
In addition, an IARD CEO meeting is held annually during which serious discussions take place on matters that the liquor industry should tackle over the medium-to-long term and on a global level.
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IARD Board Group meeting in 2024
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Progress Report
Activities to Raise Awareness of Responsible Drinking Around the World
1) Reducing Drunk Driving
DWI Courts
Suntory Global Spirits is a lead supporter of America's National Center for DWI Courts, designed to get hardcore offenders who are most likely to repeat the treatment they need in an evidence-based program.
2) Reducing High-risk Drinking in University
Building Resilience in Campus Communities (BRICC) Coalition
BRICC works to reduce high-risk drinking at individual, group, organization and community levels at the University of Louisville and University of Kentucky.
