Europe has witnessed a significant decline in harmful drinking habits and alcohol-related mortality rates over the past decade. According to the World Health Organization’s Global Status Report on Alcohol and Health, released at the close of 2024, these rates have dropped by 20% since 2010. A closer examination of data from the European Union reveals a similar trend, although the rates vary across member states.
Key metrics point to positive shifts in alcohol consumption habits across the EU. Binge drinking, particularly among young adults, has declined, while underage drinking and drink-driving fatalities have also seen notable reductions. Overall, alcohol consumption has decreased, signaling a growing trend toward moderation and responsibility in alcohol consumption.
Scientific research spanning over 40 years has consistently shown that, for most adult consumers, moderate alcohol intake can be part of a balanced lifestyle. While it is emphasized that alcohol should not be consumed for health reasons, the efforts by brewers to promote responsible drinking are yielding results. These initiatives are expected to continue to play a pivotal role in encouraging moderation.
The beer industry has long advocated for moderate consumption, exemplified by initiatives such as the Beer Pledge, which encourages responsible drinking through partnerships with governments and key stakeholders. Additionally, the #ProudToBeClear voluntary labeling initiative aims to provide consumers with transparent information about beer.
In recent years, brewers have increased consumer choice with a wider variety of lower-alcohol and non-alcoholic beers. Non-alcoholic beer now accounts for one in every fifteen beers consumed in the EU, reflecting the industry’s commitment to offering more options for those seeking moderation.
In an era where the alcohol and health debate is increasingly complex, it is crucial for consumers to receive accurate and objective information about alcohol consumption. Clear, contextual information helps individuals understand the risks associated with different drinking patterns and quantities. By working together, the industry, government, and other stakeholders can promote moderation while empowering adults to make informed, responsible decisions about their alcohol consumption.
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