Asia: Cultivating a culture of responsible consumption
The Edge Markets
December 16, 2022
When you drive, never drink. As a responsible brewer, this is Heineken Malaysia Bhd’s message to its consumers. In Malaysia, driving with a blood alcohol content (BAC) of 0.05% or 50mg per 100ml of blood is an offence under Section 45A of the Road Transport Act.
“Safe driving requires concentration, good judgment and the ability to react quickly. Consuming any amount of alcohol negatively impacts your driving ability and puts your life and others on the road at risk,” warns Renuka Indrarajah, corporate affairs and legal director of Heineken Malaysia.
Brew a Better World, Heineken’s global sustainability strategy has had a profound influence on the company. The strategy has driven the company to deliver on its commitment as a responsible and progressive brewer, working towards protecting the planet, growing the planet and supporting local communities. This is all done with a focus on delivering the United Nations Sustainable Development Goals (SDGs).
This is exemplified by Heineken N.V., the parent organisation of Heineken Malaysia and one of the signatories of the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking since it was launched in 2012.
The commitments encompass five ambitions: reducing underage drinking; strengthening and expanding marketing codes of practice; providing consumer information and responsible product innovation; reducing drinking and driving; and enlisting the support of retailers to reduce harmful drinking.
In line with the strategy, Heineken has taken the lead in advocating for responsible consumption. This is supported by a stringent and comprehensive responsible marketing code.
“While promoting the enjoyment of our beers and ciders, we take the lead in advocating responsible consumption. Our Responsible Consumption ambition focuses on empowering consumers by providing choice, increasing transparency and having zero tolerance for the harmful use of alcohol,” says Renuka.
“Another commitment we have is to always provide a choice to consumers. This means making sure there is a zero-alcohol option available. In Malaysia, we launched our de-alcoholised beer — Heineken 0.0 — in 2019, which is a great option for consumers who want to enjoy the same great taste of Heineken but without the effects of alcohol.”
In the upcoming collaboration with Grab, Heineken aims to give away up to 10,000 promo codes worth RM100,000 for consumers attending Heineken Malaysia events during the year-end festive period.