5th March 2017



We rely on natural resources to create our world class beers: water, agricultural crops and a variety of energy sources. In order for our business to thrive in the long term, we rely on the availability and quality of these resources, and the support of the communities who also rely on them.

We aim to ensure that our value chains and operations source and utilise resources in a way that minimises environmental impact, maximises efficiency, drives innovation and maximises the value of our waste.

Case Studies


Royal Grolsch has a very focused and active sustainability agenda. In spring 2018 we launched a new crate for our lager brand Kornuit, made of 100% consumer plastic waste. It is the world’s first crate completely made from consumer waste. And the plastic foil for our can multipacks are already made of 100% industrial waste.

Now Grolsch has joined forces with other frontrunners in the event industry to decrease plastic waste directly at the consumer. Grolsch promised to replace soft cups for reusable hard cups in a circular system at all Grolsch and Kornuit events, where possible by end of 2020. This could potentially save up to about 40 million plastic (soft) cups every year!

This so called ‘Plastic Promise’ is a collaboration with other major players in the event industry, such as ADE, DGTL festival, Coca-Cola and Heineken.

All 10 frontrunners presented their ‘Plastic Promise’ at the Amsterdam Dance Event in the presence of Dutch State Secretary van Veldhoven and famous DJ Sam Feldt. Together they are committed to stimulate responsible plastic use in the event industry.

For more information: www.plasticpromise.nl


At Asahi Europe, we encourage recycling as it is less damaging to the environment and saves raw materials. We use lightweight materials and promote the reuse of our packaging. Our local business units are a member of national packaging institutions to support separate waste collection and packaging waste recycling.

In the Netherlands, all our bottles and kegs are returnable, and 100% of our packaging is FSC (Forest Stewardship Council) certified. In the UK we contribute to the Packaging Recovery Notes to support glass recycling for our imported bottles, in addition to having our kegs reused.

In Italy, Birra Peroni has extensive collaboration with several institutions, such as CONAI (the National Packaging Consortium), Corepla (the national consortium for the collection, recycling and recovery of plastic packaging waste) and Coreve (the national consortium responsible for recycling and recovery glass packaging waste produced across Italy). In partnership with the local municipalities in Italy, we promote recycling and collection of used bottles among citizens.

Love beer, love the environment!


Efficient environmental stewardship is an integral part of the way we run our business at Asahi Europe. Minimising waste in our operations is a key aspect of good management, as we consume fewer resources and we reduce the impact on the environment.

Our breweries run almost waste-free; 99.8% of the waste is reused in Netherlands and more than 97% in Italy.

How do we do it? For instance, we provide the spent grains from brewing to farmers to be used as valuable animal feed. The pharmaceutical industry uses the yeast coming out of our brewing processes. Our labels are recycled and make the paper packaging of frozen products.
Also, our wastewater purification processes produce a great deal of biogas. We produce enough biogas to meet 18% of our total energy needs at Grolsch, in the Netherlands.

Great beer and no waste? We are all for it!


World class beers require high-quality natural resources. Long-term thriving of our business relies on the availability of these resources, and the support of the communities where we operate. We are proud to see the outstanding results of our operations in the Netherlands.

In 2017 Grolsch produced beer using one third less water than they used to use in 2005! It was also an almost 10% reduction versus the water consumption in 2016, reaching a new all-time low in 2017 at 3.21 hectolitre of water for one hectolitre of beer. For perspective, the water saved last year covers the yearly consumption of more than 500 households in the Netherlands.

To achieve such water efficiency, people at Grolsch reviewed all the processes that involve water consumption, looking for water savings at every step. The packaging lines, the bottle rinse machines, and filter rinse utilities all use less water now as a result of the improved processes. Every drop makes a difference.

Energy use of the brewery is another area of focus when it comes to wise and efficient environmental stewardship. In 2017 Grolsch reduced the energy consumption to produce one hectolitre of beer with more than 5% compared to 2016 and with more than 30% compared to 2005! Grolsch saved enough energy to provide one day of electricity to the whole community of Enschede where the brewery is based.

Again, all processes involving energy consumption were scrutinised to look for reduction opportunities. The analysis led to improved efficiency of the packaging and bottling lines, as well as optimised boiling, cooking, and cooling systems.

A world-class beer, produced using less water and energy? Let’s plop a Grolsch to it!


To transport export containers, Grolsch makes considerable use of inland navigation. At Combi Terminal Twente in Hengelo, the empty containers arrive by means of the Twentekanaal and are sent out again loaded. In this way, we save considerably on the CO2emissions. By means of inland navigation with a 40-45 ft. sea container, we save 71.2% CO2 as compared to road transport.

Discover more here.


Together with other large Twente companies, Grolsch signed the Better Use of Twente Canals deal (‘Beter Benutten Twente Kanalen’). The goal is to transport more freight by water. If all goes well, this will mean 900 fewer lorries on the road every day by 2020.


Sometimes, an apparently small initiative can have a major impact, particularly when it is locally targeted.

Birra Peroni has a significant presence in Puglia, thanks to its brewery in Bari and a commercial network which spans the region. Almost all the reusable bottles used by the company are made at the Bari site.

The initiative focused on Polignano a Mare, a town that has already made huge progress in environmental education, achieving major goals such as sorting of nearly 65% waste, securing Blue Flag status and the ‘4 Sails’ of Legambiente, an Italian environmental accolade given to resorts where environmental protection and respect for the territory are a major concern.

Birra Peroni wanted to help the town further improve its recycling rate, and involve the whole town in doing so. The company began by donating a glass crusher to the town, which can crush glass bottles of any size in a matter of seconds and collect the ground up packaging of 350 bottles in much less space than that of conventional bins for waste sorting. Located in a central and strategic part of town, this simple initiative represents both a tangible asset in fight against waste, and a visual reminder of the role everyone plays in environmental stewardship.