Corporate Social Responsibility (CSR) of the alcohol industry in Flanders (Belgium)
In Flanders (Belgium), various CSR projects have been carried out in recent years, initiated by several alcohol producers. Most of these projects are aimed at university and/or college students; some activities are aimed at (troublesome) youth. All projects promote so-called responsible alcohol consumption.
The main projects are:
1. Smart Drinking Project Lazarus city of Leuven
1.1 Structure of the Lazarus project (2017-2022)
This CSR project is funded by the Belgian brewer AB InBev, one of the largest beer producers in the world. The City of Leuven, the University of Leuven, the University Hospital of Leuven, and the social organization “Tweeperenboom” in Leuven actively collaborated on the Lazarus project. The project was carried out from 2017 to 2022.
The collaboration between the alcohol industry and the civil society partners was described in the media in this way, among others
Excessive alcohol consumption is a complex societal problem. The only way to tackle this is by pooling the knowledge, strengths, and resources of government, industry, and academia, believes Philippe Vandeuren, Legal and Corporate Affairs Director BU West at brewer AB InBev. ‘For me, it is the best and actually the only way to achieve a broad-based impact,’ adds Professor Dr. Marc Sabbe, emergency physician and staff member of the Emergency Department at UZ Gasthuisberg te Leuven. Together, they aim to discourage and reduce irresponsible alcohol consumption..
1.2 Goal of the Lazarus project
The goal of the project was to limit harmful alcohol use and implicitly promote so-called responsible alcohol consumption, among other things with the motto ‘Alcohol can be a part of having fun’. Specifically, the project aimed to reduce harmful alcohol use in the city of Leuven by 10% over a period of 5 years.
1.3 Content of the Lazarus project
The project started with a survey among over 1,100 residents of Leuven with the aim of determining the result at its conclusion. The result has not been published. The project was concluded with a special conference.
*On behalf of the Academic Centre for Family Medicine, the so-called Pino project was carried out as a CSR activity, aimed at early detection and intervention of alcohol problems. It is noteworthy that the authors of the scientific study on this intervention indicated that there was no conflict of interest. Although the duration of the intervention was supposed to be 18 months and the trial started in 2020, as far as is known, no results have been published to date (1).
*Young people aged 18 who had been fined for disruptive behavior could choose to follow an interactive online program under supervision that provided insight into the disadvantages of excessive alcohol consumption. The stated goal was to gain insight into the benefits of responsible alcohol use in this way.
*In collaboration with the umbrella organization of the Leuven student associations (LOKO), a campaign was set up as part of the Lazarus project to combat alcohol-related nuisance. Also for this project a so-called ‘Smart Drinking Training Bus’ was deployed.
1.4 Criticism of the Lazarus project, particularly regarding the collaboration with AB-InBev
The Flemish Centre for Expertise on Alcohol and Other Drugs (VAD) criticizes the collaboration between the University of Leuven and alcohol producer AB-InBev and advises the student associations involved to cease cooperation with the alcohol industry. Among other things, the VAD points out that AB-InBev suggests it is committed to combating harmful alcohol use while opposing effective alcohol policy measures such as price increases and restrictions on alcohol availability.
Geert Dom, Professor of Addiction and Psychiatry at the University of Antwerp and President of the European Federation of Addiction Care Institutions (EUFAS), also voiced his criticism in the press. The University of Leuven has since decided to limit its collaboration with AB-InBev. It is noteworthy that the University maintains a chair in beer malting and brewing that is funded by AB-InBev. The name of the professor is Christophe Courtin.
It is unclear what the Lazarus project has yielded. For example, no survey was conducted to measure the intended 10% reduction in excessive alcohol consumption. The PINO project has also not been completed.
2. Project DRINKiQ-Pact
2.1 Structure of the DRINKiQ project
This CSR project is funded by Diageo, the world’s largest producer of beer and spirits. Diageo’s headquarters are located in London. The DRINKiQ project is a large-scale international project, specifically aimed at students.
In Belgium, the DRINKiQ project is implemented in collaboration with student organizations from Leuven (Ekonomika), Ghent (Politeia), and Antwerp (Sofie). The project started in 2019. The organizations receive a budget from Diageo for the execution of the project and provide Diageo with scientific data on alcohol consumption.
In Belgium, Diageo approaches local politicians, among others, via an external third party, namely Lobco2Care, to promote their project, specifically the knowledge test. It is not always clear to local authorities that this project is being carried out by the alcohol industry. The student associations have pledged to organize an awareness campaign and related activities within the framework of this project. VAD has informed its local partners about this action and advised them not to cooperate with the alcohol industry.
2.2. Goal of the DRINKiQ project
The goal of the internationally organized project is to promote so-called responsible drinking or mindful drinking.
1.3 Content of the DRINKiQ project
The project includes a large amount of information distributed digitally, via posters and banners. Students who answer the accompanying DRINKiQ quiz correctly receive a reward. Link: Alcohol facts, figures & advice | DRINKiQ B
The DRINKiQ Quiz is distributed worldwide by alcohol producer Diageo. No evaluation of the activities has taken place.
3. Research project and campaign “Alcohol-vrij?!” of The Flemish Union of Students
3.1 Structure of the ‘Alcohol-free’ project
The ‘Alcohol-free’ project is a collaborative project between the Flemish Association of Students (VVS) and the Belgian beer producer Alken Maes, part of Heineken. VVS is a Flemish student organization and thereby reaches a large number of students in Flanders. The project started in 2024. Part of the project is a study into students’ views on alcohol consumption and the use of non-alcoholic beverages.
3.2 Goal and content of the ‘Alcohol-free’ project
The goal of the project is to motivate students to drink alcohol responsibly. The use of non-alcoholic beverages is deliberately promoted during the presentation of the accompanying campaign. The research is intended to gain insight into students’ drinking habits and their knowledge regarding so-called responsible alcohol consumption. Based on the research, recommendations for responsible alcohol use have been drawn up.
In response to questions regarding their involvement, beer producer Alken Maes emphasizes that they have not interfered with the project in any way. They state in the media that it is in their interest that students handle alcohol responsibly.
4. Thomas More alcohol-free campus
4.1 Structure of the ‘Alcohol-free campus’ project (2026)
Thomas More University of Mechelen, in collaboration with interior architects from beer producer Brewery Haacht, has redesigned an existing Media Café on the university grounds. It serves as a meeting place for students studying Communication. Brewery Haacht’s alcohol-free beverages are promoted in the café.
4.2. Goal and content of the ‘Alcohol-free campus’ project
The project, initiated by the communication students themselves, aims to convince beer lovers that drinking alcohol-free can be a good alternative. Their project slogan is: “How do you lower the social barrier without alcohol?” With the Answer: “Gen Zero”. No evaluation of the project is available.
Source: Else de Donder, Staff Member Study & Research, Expertise Centre Alcohol and other Drugs (VAD); May 2026