Goals and principals
Beer is a traditional beverage acknowledged by law the historic roots of which date back to the antiquity. Since such ancient times, beer has belonged to our society and its various cultures. However, given the moderate content of alcohol, beer has to be consumed responsibly.The Responsible Brewers Initiative (RBI) works on the grounds of the Czech Beer and Malt Association. The main objective of the RBI is to support and promote responsible attitudes towards beer consumption, sales and marketing.
In accordance with the opinion of the public, the CBMA members agreed that beer, despite its favourable health effects should be consumed moderately and, therefore, they would fight against the abuse and excessive consumption of beer in order to achieve the objective that most population would enjoy this beverage prudently.
Therefore, the RBI members undertake to take an active part in a dialogue based on mutual open communication with aim at explaining to the public the need of the moderate beer consumption and the need to avoid any abuse of beer. They acknowledge that the decision concerning the consumption of beer is a free decision of every individual, however, their objective is to motivate individuals to a responsible decision in the matter. One of the tools that should help to support such a decision is the definition of the moderate beer drinking.
They undertake to co-operate with the state administration authorities in the preparation of solutions that would really support the long-term fight against the abuse of beer drinking and, in particular, in the development of projects relating to the prevention of excessive beer consumption. They will co-operate with representatives of other industries in the preparation of positive changes of the social climate of the society.
The members furthermore undertake to contribute to the education of the society and the development of the beer culture, to research and explain the historic and cultural aspects of beer, to destroy negative myths surrounding beer drinking, to provide information on the psychological and physiological effects of beer, to support preventive programmes, and the project of the Czech Brewers and Maltsters Association called "Czech Beer".
To make the above objectives feasible, they undertake to adhere to the Code of Responsible Brewers. This Code does not replace any legal regulations governing the brewing industry but it features an extension to the legislation as a supplement formulating ethical principles. As well, the Code addresses the public in order to inform on the limits accepted voluntarily by the members of the brewers community that will be enforced by the members of the community by means of an ethical self-regulation.