In Germany beer has had a social function for many years, and thus
has due to its great social relevance traditionally a special place
in our home culture. Until today, nothing has changed in this popularity,
although beer has changed from being a staple to become luxury food. Therefore,
it has a singular position amongst the drinks. Its properties, pleasant and beneficial to health,
due to essential nutrients and vaccines, has been known for a long time. Enjoyment and health can be well
combined when consuming beer modestly. However, beer has had a negative press lately,
due to numerous cases of alcohol misuse. Although beer has many positive aspects,
it needs to be stated and underlined that
an excessive consumption of beer can lead to manifold risks for the consumer and his or her environment.
The German brewers saw this as a motive for the challenge, within their campaign beer enjoyed consciously,
to foster and appeal for a conscious, responsible and modest consumption of alcohol in general and of the cultural
good beer in particular. In the course of this campaign the breweries imposed a code of behaviour on themselves which
goes way beyond the legal regulations and the voluntarily imposed surrounding conditions of the trade industry.
A main point in this brewers’ code is the active elucidation regarding health risks through misuse of alcohol.
Therefore we use several marketing
and promotion tools as well as the collaboration in preventive projects managed by private and public institutions
We, the PRIVAT-BRAUEREI HEINRICH REISSDORF, as a Cologne based heritage company, affiliate ourselves with the campaign
beer enjoyed consciously,
founded by the German brewer association.
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