“Beer subscription” – is Żabka management getting Poles to drink?

In the context of disturbing data on mortality due to alcohol abuse and among Poles, the introduction of a "beer subscription" by the Żabka chain of stores is causing serious controversy. The program allows the purchase of 24 cans of beer to be used within 20 days, which many experts see as an incentive to excessive alcohol consumption. Jan Śpiewak, president of the Safe Poland for All foundation, has filed a notice to the prosecutor's office regarding the commission of a crime by the management of Żabka Polska Sp. z o. o. We are looking into the case.

In Poland, 82 people die from alcohol every day. It is estimated that 4 to 5 million Poles abuse alcohol , of which over a million require treatment - these are estimates derived from, among others, WHO data, reports of the Ministry of Health and statistical studies. According to analyses of the Central Statistical Office, in 2023 the average Pole consumed about 9 liters of pure alcohol per year. Although this is slightly less than in previous years, the level of consumption remains high. The increase in the consumption of strong alcohol seems particularly disturbing, which in 2024 amounted to 3.3 liters per capita, which is an increase compared to previous years.

Meanwhile, the Żabka management launched the "24 beers for the price of 12" promotion in connection with the May Day holiday. Customers who had the Żappka application could buy a package of 24 beers - alcoholic or non-alcoholic - at a price from PLN 30 to PLN 84, depending on the brand. Purchased beers can be collected for 20 days, with collection limited to one visit per day. The promotion lasted until May 6 or until stocks last. Żabka assures that this is not a subscription, but only a classic "multi-item purchase" campaign - similar to the popular "12 + 12 free" promotions. However, despite these explanations, the campaign was met with a wave of criticism on the Internet. Many people accused the chain of promoting alcohol and disregarding the problem of alcoholism . It is worth recalling that this is not the first "promotion" of this type by Żabka. In June 2024, the management introduced "Piwonament". Although formally it was not a subscription or subscription. The offer sparked as much heated discussion then as it does now, due to its structure and potential to encourage excessive alcohol consumption.

Jan Śpiewak, president of the Safe Poland for All foundation, has filed a report with the District Prosecutor's Office in Warsaw-Śródmieście about a suspicion of a crime committed by the management of Żabka Polska Sp. z oo. The charge concerns a violation of Article 452 of the Act on Sobriety Education and Counteracting Alcoholism, which prohibits advertising and promotion of alcoholic beverages in a way that encourages increased consumption. According to Śpiewak , offering a beer subscription at a reduced price, requiring a one-time purchase of a large amount of alcohol, is a form of promotion encouraging excessive consumption. Such action may be considered illegal promotion of alcohol, which is contrary to applicable law.

Clinical dietitian Michał Wrzosek commented on the situation on his Instagram profile:

Wrzosek emphasizes that such actions may contribute to the normalization of excessive alcohol consumption and downplaying its negative health effects.