Does Carlsberg think it is ok that people are drinking a lot more beer due to the EURO?
· Of course not. We actively discourage individuals from consuming a lot more beer during the UEFA EURO 2008 – or any other event we participate in. Instead, we aim to persuade consumers to switch their brand preference to our brand instead of competing brands, but we strongly discourage heavy drinking. · For instance, during the UEFA EURO 2008 on most advertising materials and on the plastic cups in fan parks and stadia we will write “Carlsberg supports fair play on and off the pitch. Please drink responsibly”.