CSR in Estonia

Alcohol industry CSR initiatives in Estonia

Prepared by: Lauri Beekmann, NordAN

Not all links provide full historical material. Older campaign pages are no longer online. In those cases, contemporary media reports and archived public records are used. Where a claim could not be verified, it is either excluded or marked as not found.

1. Räägime alkoholist – https://raagime-alkoholist.ee/

  1. What is the name of the project?

Räägime alkoholist, in English, ‘Let’s talk about alcohol’. It was presented as a teaching tool for schools. [S1]

  1. Which organisation(s) funded the project?

The school material states that the programme was financed by The Absolut Company, part of Pernod Ricard, together with Pernod Ricard Estonia. [S1, S4]

  1. Is it known how long the project has been running?

The material says the programme was first introduced in Sweden in 2006. In Estonia, the related MTÜ was registered on 15 January 2013 and deleted on 16 July 2019. [S1, S3]

  1. Are other organisations or companies involved?

The Estonian material names Kirjastus Hermes as the distributor/developer in Estonia. The original concept was developed in Sweden with educational communication actors and experts. [S1]

  1. What is the formal goal of the project?

To support teachers in alcohol prevention work and help young people make informed and responsible choices, resist social pressure and say no to alcohol while under age. [S1]

  1. What is the target group?

Basic school and upper secondary pupils. The pilot evaluation focused on 11 to 12-year-olds. [S1, S2]

  1. What activities are carried out?

Teacher-led classroom exercises, discussion materials and structured school lessons on alcohol-related decisions and peer pressure. [S1]

  1. Is there an online link to the project and its content?

The teaching material PDF and pilot evaluation PDF remain publicly accessible. The original project website is not clearly active as a current programme. [S1, S2]

  1. Has any feedback or critical comment been provided?

No specific public Estonian critique of this programme was found in this check. The central concern is the conflict of interest: school alcohol education was financed by alcohol industry actors.

  1. Has the project been evaluated?

Yes. A pilot evaluation by Aleksander Pulver, Tallinn University, analysed the programme effect and questionnaire use among 11 to 12-year-olds in two schools. [S2]

  1. Any other relevant data?

The linked MTÜ had registry code 80351848 and appears to have been deleted in 2019. Inforegister lists sales revenue of 40,000 euros in 2013 and 25,000 euros in 2014. [S3]

2. Ära joo noorust maha

  1. What is the name of the project?

Ära joo noorust maha, roughly ‘Don’t drink away your youth’. [S5]

  1. Which organisation(s) funded the project?

The campaign was launched by the Estonian Beer Brewers Association, Õlletootjate Liit. [S5]

  1. Is it known how long the project has been running?

It was launched in spring 2006. No evidence was found that it continued as a long-term programme. [S5]

  1. Are other organisations or companies involved?

The Ministry of Social Affairs and the Ministry of Education and Research were asked to support the campaign, but both declined. [S5]

  1. What is the formal goal of the project?

It was presented as a social campaign against youth drinking. [S5]

  1. What is the target group?

The campaign targeted 14 to 17-year-olds. [S5]

  1. What activities are carried out?

The campaign used bus stop advertising and television. [S5]

  1. Is there an online link to the project and its content?

No dedicated campaign page was found. Contemporary media coverage documents the campaign. [S5]

  1. Has any feedback or critical comment been provided?

Yes. The Ministry of Social Affairs said the campaign did not carry a coherent message, because the same industry advertised alcohol consumption and ran a social campaign to reduce drinking. [S5]

  1. Has the project been evaluated?

No public evaluation was found.

  1. Any other relevant data?

The campaign was launched at a time when the Ministry of Social Affairs was considering stronger alcohol restrictions. [S5]

3. A. Le Coq, AHHAA and Limonatoorium

  1. What is the name of the project?

AHHAA Limonatoorium and related Limpa lemonade activities. [S7, S8]

  1. Which organisation(s) funded the project?
  2. Le Coq states that it has supported the AHHAA Science Centre since 1999. [S6];  Le Coq is an Estonian brewery.
  3. Is it known how long the project has been running?
  4. Le Coq reports support for AHHAA since 1999. The Limonatoorium workshop is currently listed by AHHAA. [S6, S7]
  5. Are other organisations or companies involved?

Science Centre AHHAA and A. Le Coq. [S6, S7]

  1. What is the formal goal of the project?
  2. Le Coq describes the support as helping people discover an interest in science. AHHAA describes the workshop as a practical science activity about lemonade history and bubbles. [S6, S7]
  3. What is the target group?

Children, school groups and families. AHHAA lists Limonatoorium as suitable from age 4. [S7]

  1. What activities are carried out?

Children make Limpa lemonade and learn about the history and production of soft drinks. [S7, S8]

  1. Is there an online link to the project and its content?

Yes. AHHAA’s workshop page and A. Le Coq’s Limonaadi lugu page are active. [S7, S8]

  1. Has any feedback or critical comment been provided?

No specific public criticism of this partnership was found. The concern is the placement of an alcohol producer’s corporate and soft drink brand in a child and school science setting.

  1. Has the project been evaluated?

No public health or brand impact evaluation was found.

  1. Any other relevant data?
  2. Le Coq’s Limpa page is openly child-oriented, referring to children’s runs, Limpa ski school, children’s champagne and other Limpa branded child and family activities. [S8]

4. A. Le Coq youth sport and school mini-fields

  1. What is the name of the project?
  2. Le Coq support for Estonian football, mini football grounds, youth projects and A. Le Coq Sports Hall. [S6]
  3. Which organisation(s) funded the project?
  4. Le Coq. [S6];  Le Coq is an Estonian brewery.
  5. Is it known how long the project has been running?
  6. Le Coq describes itself as a long-standing gold sponsor of the Estonian Football Association. The sports hall was built in 2006. [S6]
  7. Are other organisations or companies involved?

The Estonian Football Association, UEFA, schools, local communities and sports organisers. [S6]

  1. What is the formal goal of the project?
  2. Le Coq presents the work as support for elite and recreational sport, youth football and active lifestyles. [S6]
  3. What is the target group?

Children, young athletes, schools, families and sports communities. [S6]

  1. What activities are carried out?

Support for youth football, 40 mini football grounds in county centres, towns, cities and schools, and A. Le Coq Sports Hall in Tartu. [S6]

  1. Is there an online link to the project and its content?

Yes, A. Le Coq’s sponsorship page describes the football and sports infrastructure support. [S6]

  1. Has any feedback or critical comment been provided?

No specific public criticism was found. The concern is positive brand association in school and youth sport environments.

  1. Has the project been evaluated?

No independent public health or brand impact evaluation was found.

  1. Any other relevant data?

The same sponsorship page also describes A. Le Coq alcohol-free beer at public sports events, including Tartu Marathon events. [S6]

5. A. Le Coq and Olvi vocational education scholarships

  1. What is the name of the project?
  2. Le Coq and Olvi Foundation scholarships for vocational education, especially mechatronics and technical education. [S9, S10]
  3. Which organisation(s) funded the project?

Olvi Foundation in cooperation with A. Le Coq and Tartu Kultuurkapital. [S9];  Le Coq is an Estonian brewery.

  1. Is it known how long the project has been running?
  2. Le Coq says these technology scholarships have been awarded since 2007. [S9]
  3. Are other organisations or companies involved?

Tartu Vocational College, VOCO, and Tartu Kultuurkapital. [S9, S10]

  1. What is the formal goal of the project?

To recognise vocational students, support professional skills and promote technical vocational education. [S9]

  1. What is the target group?

Vocational students and teachers, especially in mechatronics and technical fields. [S9, S10]

  1. What activities are carried out?

Scholarships, teacher grants, purchase of teaching tools and practical training links with A. Le Coq. [S9, S10]

  1. Is there an online link to the project and its content?

Yes, both A. Le Coq and VOCO pages describe the scholarships. [S9, S10]

  1. Has any feedback or critical comment been provided?

No public critical comments were found. Public framing is positive and focused on vocational education.

  1. Has the project been evaluated?

No independent evaluation was found.

  1. Any other relevant data?

VOCO reporting describes students having practical contact with A. Le Coq, including one student on a five-month practice period there. [S10]

6. Selge Grupijuht

  1. What is the name of the project?

Selge Grupijuht, in English, ‘Sober Group Leader’. [S11, S12]

  1. Which organisation(s) funded or supported it?
  2. Le Coq states that since 2016 it has partnered with the Midsummer campaign initiated by Kuku Radio. [S11, S12];  Le Coq is an Estonian brewery.
  3. Is it known how long the project has been running?

The campaign itself has a long history. Kuku reported the 2025 campaign as the 29th year. A. Le Coq’s partnership has run since 2016. [S11, S13]

  1. Are other organisations or companies involved?

Kuku Radio and campaign partners. The 2025 campaign listed A. Le Coq, Maxima, Seesam insurance and Circle K as supporters. [S13]

  1. What is the formal goal of the project?

To prevent drink-driving during Midsummer celebrations and remind people that alcohol and driving do not belong together. [S11, S12]

  1. What is the target group?

Drivers and people celebrating Midsummer. It is not a school programme. [S12, S13]

  1. What activities are carried out?

People register as sober drivers. There are local registration points, online registration, prizes and alcohol-free A. Le Coq product promotion. [S12, S13]

  1. Is there an online link to the project and its content?

Yes, A. Le Coq and Kuku materials are public. [S11, S13]

  1. Has any feedback or critical comment been provided?

No specific public criticism was found in this check. The concern is that the message focuses on safe driving while leaving wider alcohol consumption unaddressed.

  1. Has the project been evaluated?

No independent public health outcome evaluation was found. Participation numbers are publicly reported. [S13]

  1. Any other relevant data?
  2. Le Coq’s own text connects the sober driver role with A. Le Coq alcohol-free Premium and Fassbrause products. [S12]

7. Kui võtad, võta vett vahele

  1. What is the name of the project?

Kui võtad, võta vett vahele, in English, ‘If you drink, take water in between’. [S14]

  1. Which organisation(s) funded or organised it?

The campaign is run by the Estonian Association of Alcohol Producers and Importers, ATML. Liviko states that it is a cooperation partner. [S14, S17]

  1. Is it known how long the project has been running?

ATML has organised the campaign since 2017. [S15, S16]

  1. Are other organisations or companies involved?

Partners include bartender and sommelier associations, retail chains, bars and other entertainment venues. The 2017 article listed major alcohol producers and importers among ATML members. [S14, S16]

  1. What is the formal goal of the project?

To promote responsible and conscious alcohol consumption culture and reduce harms from excessive drinking. [S14]

  1. What is the target group?

Adult consumers, hospitality customers and people drinking in bars, restaurants, homes or leisure settings. [S14]

  1. What activities are carried out?

The campaign encourages one glass of water with each alcoholic drink. It uses bars, entertainment venues, retailers, taxi partners and online materials. [S14, S15]

  1. Is there an online link to the project and its content?

Yes, the campaign website is active. [S14]

  1. Has any feedback or critical comment been provided?

No specific public criticism was found. The public health concern is that it frames harms as manageable through individual behaviour rather than reduced consumption.

  1. Has the project been evaluated?

No independent public health outcome evaluation was found. Survey-style awareness data were reported in 2022. [S15]

  1. Any other relevant data?

The campaign’s public wording presents alcohol as part of food culture and recommends water, food and knowing one’s limit. [S14]

8. Liviko youth sailing sponsorship

  1. What is the name of the project?

Liviko support for sailing, including youth and Olympic-class sailors at Tallinn Yacht Club. [S18]

  1. Which organisation(s) funded it?

Liviko. [S17, S18]

  1. Is it known how long it has been running?

No clear start date was found for the current youth sailing support. Liviko’s cooperation page describes support for the next four years. [S18]

  1. Are other organisations involved?

Estonian Yachting Union, Tallinn Yacht Club and its sailing school. [S18]

  1. What is the formal goal of the project?

Liviko frames this under culture and community support, including support for training and ambitions of young sailors. [S17, S18]

  1. What is the target group?

Young competitive sailors and Olympic-class athletes. [S18]

  1. What activities are carried out?

Sponsorship and support for training and sport development. [S18]

  1. Is there an online link to the project and its content?

Yes, Liviko’s sustainability and cooperation pages describe the support. [S17, S18]

  1. Has any feedback or critical comment been provided?

No public critical comments were found.

  1. Has the project been evaluated?

No independent evaluation was found.

  1. Any other relevant data?

This should be treated as youth sport sponsorship, not alcohol education or prevention.

Sources checked

All sources were checked on 6 May 2026 unless otherwise stated. Source numbers are used in the report for readability.

S1. Räägime alkoholist, Õppevahend koolidele (PDF) (https://drinksinitiatives.eu/storage/files/Yj3ylqtSo6Gs13xecVSsGXD89BmnZagABDkuoYjL.pdf)

S2. Empiiriline uuring programmi ‘Räägime alkoholist’ mõjuefektist, pilootprojekt, Aleksander Pulver, Tallinn University (https://raagime-alkoholist.ee/wp-content/uploads/2018/08/ALKOtulemused.pdf)

S3. Räägime Alkoholist MTÜ, Inforegister profile (https://www.inforegister.ee/en/80351848-RAAGIME-ALKOHOLIST-MTU/)

S4. Pernod Ricard Estonia, company location page (https://www.pernod-ricard.com/en/locations/estonia)

S5. Äripäev, SLÕL: Õllepruulijatel käib ära-joo-kampaania, 27 April 2006 (https://www.aripaev.ee/uudised/2006/04/27/slol-ollepruulijatel-kaib-ara-joo-kampaania)

S6. A. Le Coq, Sponsorship and partnerships (https://www.alecoq.ee/en/a-le-coq-supports/)

S7. Science Centre AHHAA, workshops for schools (https://www.ahhaa.ee/haridusasutusele/koolid-1-12-klass/tootoad)

S8. A. Le Coq, Limonaadi lugu (https://www.alecoq.ee/limonaadi-lugu/)

S9. A. Le Coq, vocational scholarships, 17 December 2024 (https://www.alecoq.ee/en/a-le-coq-recognized-outstanding-vocational-students-with-scholarships/)

S10. VOCO, A Le Coq Olvi fund scholarships (https://voco.ee/a-le-coq-olvi-fond-jagas-stipendiume/)

S11. A. Le Coq, responsible consumption (https://www.alecoq.ee/en/responsible-consumption/)

S12. A. Le Coq, Õlle lugu, responsible consumption and Selge Grupijuht (https://www.alecoq.ee/olle-lugu/)

S13. Kuku Radio, Selge Grupijuht 2025 results (https://kuku.pleier.ee/uudised/rekord-purustatud-ule-8400-inimese-otsustas-jaanipuhadel-olla-selge-grupijuht)

S14. Kui võtad, võta vett vahele, campaign website (https://vettvahele.ee/)

S15. Kaubandus.ee, ATML campaign since 2017 and 2022 awareness data (https://www.kaubandus.ee/uudised/2022/07/01/alkoholitootjate-ja-maaletoojate-liit-suunab-eestimaalasi-vastutustundlikumalt-alkoholi-tarbima)

S16. GoodNews, ATML launches ‘Kui võtad, võta vett vahele’, 2 March 2017 (https://goodnews.ee/eesti-alkoholitootjate-ja-maaletoojate-liit-alustas-vastutustundliku-alkoholitarbimise-kampaaniaga-kui-votad-vota-vett-vahele/)

S17. Liviko, sustainability (https://liviko.eu/en/sustainability/)

S18. Liviko, cooperation, youth sailing and Tallinn Yacht Club (https://liviko.eu/et/meist/koostoo/)

S19. A. Le Coq, responsible consumer communication (https://www.alecoq.ee/en/responsible-consumer-communication/)