Abstract

The original empirical study seeks to explore how prominent alcohol-producing companies implement Corporate Social Responsibility (CSR) initiatives and promote responsible consumption practices in emerging European markets. Using a directed qualitative content analysis of 32 CSR and sustainability reports (2018–2025) from 12 major firms operating in Poland, Hungary, the Czech Republic, Slovakia, Romania, and Lithuania, the study identifies four key themes: responsible consumption communication, policy engagement and structural alignment, community and environmental sustainability, and employee well-being. The findings indicate that companies consistently emphasize education-based moderation campaigns and align their activities with the Sustainable Development Goals (SDGs). However, their strategies are notably adapted to specific national contexts, and there is a clear lack of independent public-health outcome measures. Overall, the study shows that CSR in this sector functions largely as a tool for maintaining legitimacy and managing regulatory expectations, rather than serving as a genuinely transformative approach to reducing alcohol-related harm. It also highlights important implications for strengthening public health policy and improving corporate accountability in transitional economies.

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