The brewery aims to encourage responsible consumption and prevention
Responsible consumption is a crucial part of Zagorka's platform for sustainable development "Brew a better world". Through it, the company supports initiatives for road safety, popularises its alcohol-free beer portfolio and encourages responsible consumption. This is why Zagorka supports the activities of the National Helpline for Drugs, Alcohol and Gambling (NILNAH) of ARZ Solidarnost that aims to promote prevention of alcohol addiction.
NILNAH is the only helpline in Bulgaria for free consultations with ARZ Solidarity specialists. It is free and anonymous and covers the whole country. People who call 0888 99 18 66 will receive information on addictions and treatment methods and will be directed to the places in the country where they can get help. About 500 people call the line annually, their average age is 41 years. In 2022, 51% of people who called NILNAH were advised to seek psychological help, 38% were referred to addiction treatment and rehabilitation, and 11% were recommended to undergo detoxification procedures.
"For us, at Zagorka, the partnership with ARZ Solidarnost is an important step for popularising the topic of responsible consumption as part of a balanced lifestyle. We also encourage prevention and bring more attention to the helpline. For us, it is important that people have fun and enjoy quality time together by drinking in moderation our beers or ciders. In cases when alcohol consumption is not a good idea, they can choose from our broad portfolio of alcohol-free products," said Olga Lavrenova, CEO of Zagorka.
"The opportunity for partnership with Zagorka is exceptionally valuable for ARZ Solidarity. We are impressed by the company's engagement in the campaign and that it actively wants to help professionals in the field of addiction prevention. As an organisation that has been in the fight with different addictions since 2003, this partnership is yet another chance to support and popularise the services of NILNAH. A special emphasis in this partnership is the opportunity to share the experience that we have gained through the years with new colleagues who can join the team of the helpline. We, at ARZ Solidarnost, think that our relations with Zagorka are an excellent example for cooperation between the business and the NGO sector that will significantly benefit many people," said Svetoslav Kirilov, Chairman of the Managing Board of ARZ Solidarnost.
In 2023, Zagorka continued its efforts towards improving road safety with a partnership with the European Karting Championship for Endurance in Bulgaria and popularisation of the message "When you drive, never drink." It invests over 10% of the media budget of the Heineken® brand in campaigns for responsible consumption and promotion of its alcohol-free beers. Last but not least, 100% of Zagorka's product ingredients are clearly labelled on the packages.
About Zagorka AD, part of the HEINEKEN corporation
Zagorka's brewery in Stara Zagora has over 120 years of history. In 1994, it joined the global family of HEINEKEN and has ever since expanded its business in a sustainable and responsible manner through its platform "Brew a better world." Its efforts are in three fields where it can make a positive impact: environment protection, social responsibility and responsible consumption. Zagorka offers on the market the beers Zagorka, Heineken, Ariana, Birra Moretti, Amstel, Stolichno, Starobrno, Desperados and the cider Apples’ Thief. Its alcohol-free products are Zagorka 0.0%, Heineken 0.0 and Ariana Radler 0.0%.
About ARZ Solidarnost
ARZ Solidarnost is an NGO created in 2006 to support alcohol, drugs and gambling addicts and their families. It manages the rehabilitation programme Solidarnost, which was started in 2003 by another NGO. ARZ Solidarnost is a member of the European Federation of the Therapeutic Communities (EFTC), the European Foundation of Drug Helplines (FESAT), the European Network for Training of Professionals (ECEtt) and the National Patients' Organisation (NPO).