Manifesto

The creation

At EBCU we have the following Vision and Mission:

• Vision Statement
  The European Beer Consumers’ Union represents the interests of beer consumers and their national representative organisations throughout Europe. Our aim is to encourage the development of a diverse beer sector producing a wide range of high-quality beers.
• Mission Statement
  As the voice of the European beer consumer, we will seek to promote high quality beer through dialogue with beer organisations, small and regional brewers, governments (and intergovernmental organisations), and to ensure that beer consumers are well informed and supported by instructive information about quality beers.

Our Manifesto

The European Beer Consumers Union (EBCU) represents the voice of the European beer consumer, and promotes responsible consumption of beer, brewed with respect for the traditional beer culture in Europe. In this capacity, the European Beer Consumers Union strives to pursue a number of issues, including the following four, each of great importance to every beer consumer in Europe: (1) Diversity, (2) Information, (3) Cost and (4) Health and Wellbeing.

1. Diversity of beer

A sufficiently wide choice of beers from a variety of brewers

Consumers should have the right to choose and select from at least two competing beer manufacturers’ and their respective products (and preferably many more), including low and/or non-alcoholic varieties at any shop, pub or bar selling beer. In particular, the market needs to be accessible for products of small independent local brewers.

A sufficiently wide choice of beer styles

Consumers should have the right of choice to a wide range of differing beer styles and producers everywhere where beer is sold.

2. Information about beer

Beer ingredients

Consumers have the right to know the ingredients from which the beer is made, the alcohol content and the dietary values.

The beer manufacturer

Consumers have the right to know who brewed the beer and where it was brewed.

Low/Non-alcoholic beer alternatives

For consumers it should be easy to find information about low/non-alcoholic alternatives in beer to make well-considered choices on such products.

3. Cost of beer

Acceptable beer prices

Consumers have the right to justifiable and equitable prices that reflect the real costs of production determined in an open and competitive European beer market for their beer.

Taxation

EBCU supports fair and equitable taxation for beer across Europe, in line with taxation on other (alcoholic) beverages, taking into account the contents of alcohol, sugar or any other (less favorable) ingredients.

Sustainability

We support measures to improve efficiency and reduce waste to reduce costs and promote solutions for the benefit of consumers and brewers.

4. Health and Wellbeing issues around beer

Addressing health issues is essential and has a positive impact on the prevention and treatment of many diseases. However, in addressing health factors, it is important not to forget the wellbeing aspects. Beer, consumed responsibly in social groups and contexts, plays a key role in fostering social bonds and cultural identity of Europe. The act of sharing a beer is a social lubricant, fostering bonds and enhancing social interactions, thus enforcing wellbeing. Wellbeing is fundamental not only to personal health and happiness, but also to social and economic prosperity. When individuals reliably experience high levels of wellbeing, they are more likely to be productive, creative and socially engaged. People essentially need wellbeing to live happy and balanced lives.

Find out more! You can download our Manifesto on the following links:

• Download the Manifesto in English
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Updated July 2025