Bulgarians and alcohol have a long and enduring relationship. In the early 9th Century, Khan Krum ordered all vines to be uprooted in an attempt to protect his people from falling victim to alcohol abuse. As benevolent as his intentions might have been, they failed. Bulgarians still drink.

The problem is that children seem to be following suit. In 2010, statistics showed that 72 per cent of underage Bulgarians had tried alcohol before they turned 14. Nine per cent claimed that they drink on a daily basis.

To counter the growing numbers of alcohol users among teenagers, the Union of Brewers in Bulgaria introduces the initiative "Sport Is the Better Way for Children to Grow Up".

From 2 to 8 July, in the facilities of Sport Sofia in the Borisova Garden, children and their parents will have the chance to enjoy a few days of outdoor games. A multifunctional playground will be provided, a petanque zone as well as a table tennis area. The Minister of Sport is invited to the official opening, a number of famous sportsmen, journalists and representatives of Sofia Municipality. The psychologists and psychiatrists of the Solidarity NGO will consult parents and kids on dangers of alcohol on the spot.

The Union of Brewers in Bulgaria has been conducting a responsible drinking policy for the past four years, working hand in hand with the Brewers of Europe and under the monitoring of the European Commission.

When: 2 to 8 July

Where: Borisova Garden, Sofia

Free entrance. Playgrounds will be used in accordance with their capacity.