Responsible Marketing Policy for Alcoholic Beverages

We are committed to promoting the responsible consumption of our alcoholic beverage brands.

On top of our internal Coca-Cola HBC Alcohol Responsible Marketing Policy, in November 2023 Coca-Cola HBC joined the Global Standards Coalition. This initiative aims to prevent underage drinking and reduce harmful use of alcohol through stakeholder engagement, training tools and best practices.

The Global Standards Coalition is driven by the International Alliance of Responsible Drinking (IARD).   

Our responsible marketing policy for alcoholic beverages is set out below. 


The Coca-Cola HBC responsible marketing policy for alcoholic beverages is intended to provide clear and consistent guidance to all employees about our standards for responsible marketing, advertising and promotion of alcoholic products the company either owns or distributes and sells on behalf of its business partners.

The Policy is to be strictly adhered to in the same manner as the codes, policies and commitments on Coca-Cola HBC operations and activities in respect of the non-alcoholic beverages we produce and distribute to reflect the company’s high standards, core values and social responsibility commitments.


The Coca-Cola HBC Responsible Marketing Policy for Alcoholic Beverages applies to all marketing activities including but not limited to:

  • selling activities
  • merchandising
  • sales and brand advertising
  • on-and off-premise promotional activities and related materials
  • brand innovation activities
  • experiential marketing
  • consumer planning and market research
  • relationship marketing
  • consumer public relations
  • the development and content of brand web sites, electronic communications and digital media, product placements and sponsorships, and
  • labelling and packaging.

Compliance with Law and Regulation/ Regulatory Framework

All marketing activities must be in accordance with the applicable laws of the countries where Coca-Cola HBC sells and distributes alcoholic beverages. Commercial communication for alcoholic beverages must also comply with the applicable provisions of industry- agreed guidelines for each country, regardless of the media used. This includes print, electronic/digital media, posters, packaging, promotions, sponsorships and other promotional activities.

Any complaints or criticism by any person relating to the marketing and promotion of alcoholic beverages products by Coca-Cola HBC should be reported immediately to the local Corporate Affairs & Sustainability and Legal functions to proceed with any appropriate or necessary actions.


Coca-Cola HBC countries selling and distributing alcoholic beverages must establish regular training programmes for all staff involved in the sales, merchandising, consumer marketing, trade marketing, customer planning, communications and R&D of alcoholic beverage brands.

If you wish to receive more information about this Policy or compliance with its provisions, please download it here.

Last updated: November 2023.