Beck's Blue is an alcohol free lager (0.05%) from the global brewer ABInBev (unless they have changed their name again this week) & in all honesty its one of the best as alcohol free beers go.

However, there is a label on the packaging saying "enjoy Beck's Blue responsibly".   I always thought that this was a token gesture by the big brewers to suggest that they cared about the end user of their products.   After all if everyone minded what they drank - both quality & quantity - then brand owners like ABInBev would see a huge slump in sales.   The Bacardi advert where Vinny Jones splashes the booze all over the table, punters & the rest of the bar really shows that enjoying responsibly is far from the brand owners minds.

This slogan on the side of an alcohol free lager really reinforces the idea that it is just tokenism.