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The obvious way to start a feature about Carlsberg’s sustainability strategy would be to jokingly refer to it as “probably the best sustainability strategy in the world.” But could the advert-inspired hyperbole actually be justified?
That is the question prompted by a recently unveiled set of goals that promise to turn the global brewing giant into an organization with “zero carbon footprint, zero water waste, zero irresponsible drinking and a zero accidents culture.” The ambitions are commendable and are backed by a host of specific medium and long-term targets, but are they achievable? Can a multinational with a complex supply chain and sites in 36 countries really eradicate its carbon footprint? Can one company convince populations around the world to give up irresponsible drinking for good?