Brewers' campaign
The German Brewers Association launched the "Bier bewusst geniessen" [Use your beer sense] campaign to promote the restrained and responsible enjoyment of beer. You'll find further details and background to this action on the German campaign page.

The Radeberger Gruppe was the first major brewing group in Germany to participate actively and organisation-wide in this important campaign - once again assuming a pioneering role in the German beer market.

The starting signal for the Radeberger Gruppe's voluntary and proactive involvement was given in May 2007. From this point onwards, a campaign logo has been gradually integrated into the reverse side labelling of all Radeberger Gruppe brands (except for the alcohol-free ones). These beer bottles and brands are thus now promoting a moderate and sensible consumption of beer.

Bier bewusst geniessen
The "Bier bewusst geniessen" [Use your beer sense] logo has been integrated into all the Radeberger Gruppe's Vollbier labels to promote a sensible and responsible enjoyment of our passionately and painstakingly-brewed beers. The logo has, preferably, been integrated into the reverse labels. Individual solutions are to be found for beer brands with no reverse or body labelling.

"Bier bewusst geniessen" [Use your beer sense] contains a dual message. It refers both to using your common sense to decide when to enjoy beer - not, for example, during pregnancy or before engaging in hazardous work -  and to enjoying beer consciously, with all your senses, while still exercising personal responsibility and restraint.

This logo has also been integrated into poster advertisings for the Radeberger Gruppe brands.
Don't drink and drive
The "Don't drink and drive" logo is displayed on all beer mixes: this should indicate to both young and experienced drivers that alcohol consumption and driving just don't mix.
The Radeberger Gruppe views its considerable involvement in this campaign as an important and sustainable measure in promoting responsible beer consumption. It is actively looking to involve its more than 60,000 retail and catering partners in the campaign - after all, they are ultimately responsible for dispensing the Radeberger Gruppe's products to the consumer.To this end, the Radeberger Gruppe appealed to its partners for support at the launch of this initiative by means of an explanatory letter.