Beer, wine and spirits producers pledge to add age restriction labels by 2024

Beers, wines and spirits from some of the world’s biggest producers will carry age restrictions on labels, marking the latest move by members of the International Alliance for Responsible Drinking (IARD) in its mission to combat underage drinking.

The current 12-strong membership of the IARD - ABInBev; Asahi Group Holdings; Bacardi; Beam Suntory; Brown-Forman Corporation; Carlsberg; Diageo; Heineken; Kirin Holdings Company; Molson Coors; Pernod Ricard; and William Grant and Sons – have released a statement confirming that labels will be displayed on all products worldwide by 2024.

Last year the members took action to prevent minors from seeing or interacting with their brands online by building a “unique partnership” with leading digital platforms. IARD members also invited online retailers and others to work with them to develop global standards for the online sale and delivery of alcohol.

Albert Baladi, president and chief executive of Beam Suntory, and IARD chief executive chair, said: “These five actions mark another step towards our goal of eliminating underage drinking. Minors should not drink alcohol, and we proactively support strict enforcement of legal purchase and drinking age regulation.

“Although underage drinking has fallen in many parts of the world, this trend is not universal. We want to accelerate progress and work with others to eliminate underage drinking in every community through a whole-of-society approach.

“We call on other producers to join us. We call on retailers to work with us to do more to prevent minors from buying alcohol in stores and online. And we call on parents and other adults to support us by not buying alcohol for, or sharing alcohol with, children and minors, even if they do this with good intentions.

“Together, we must ensure everyone reinforces the message that underage drinking is socially unacceptable.”

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