Supporting EU policy advocacy and navigating regulatory risks for a multinational brewing company

The European hub of a multinational brewing company, recently acquired by a global holding company, required public affairs advice and support on key issues impacting its operations, managing relationships with key stakeholders, and staying ahead of evolving regulatory changes. With growing scrutiny over alcohol-related policies, including taxation, labeling, and marketing restrictions, the company needed to ensure its interests were safeguarded in the EU’s complex and dynamic policy environment.

• Stayed on as the company’s public affairs agency of record through the acquisition, offering continuity and strategic support during the transition.
• Worked closely with the company’s in-house team to navigate regulatory threats, including alcohol-related taxation and public health-driven restrictions such as labeling and marketing policies.
• Developed and refined the company’s EU public affairs strategy, focusing on anticipating and mitigating policy changes that could negatively impact its permission to operate.
• Coordinated with the company’s in-house team to implement engagement strategies, ensuring that the company’s policy positions were effectively communicated to key EU stakeholders.
• Advised the company on maximizing opportunities for raising its profile in the EU, particularly around responsible drinking initiatives, consumer information, and support for small and medium-sized enterprise (SME) retailers.

Our proactive approach enabled the company to anticipate and mitigate regulatory threats, ensuring that it could maintain its permission to operate without significant disruptions. Through targeted stakeholder outreach and strategic advice, we helped the company manage its risks effectively and protect its position on crucial EU alcohol policies. By equipping the in-house public affairs leaders with robust narratives, we ensured that updates to EU legislation did not adversely impact their particular subsector. Additionally, our efforts contributed to raising the company’s visibility in promoting its pioneering approach to responsible drinking and consumer transparency. The company also gained recognition for its corporate social responsibility (CSR) initiatives, particularly in fostering entrepreneurship among SME retailers. Overall, our support strengthened the company’s reputation as a leader in responsible alcohol consumption and sustainable business practices within the EU market.