Advocating Responsible Consumption
We empower consumers by providing choice, transparency and forging partnerships to reduce harmful use of alcohol.
We are committed in building a responsible consumption culture. As a brewer, we believe that our products should be enjoyed sensibly and in moderation. HEINEKEN N.V. was one of the signatories of the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking since 2012. The Commitments embody five ambitious commitments to build a responsible drinking culture for our internal and external stakeholders. Our progress at the local level is in line with the commitments and aligned with the UN SDG 12.
Since 2010, HEINEKEN Malaysia has invested RM 7.3 million on various initiatives to raise awareness of responsible consumption among consumers.
When You Drive, Never Drink
The Heineken® brand dedicates 10% of media spend across all operating companies that sell Heineken® to advocate responsible consumption. This investment includes the ‘When You Drive, Never Drink’ programme that serves to help change attitudes and behaviours and reduce drink driving.
Locally, the Heineken® brand has invested more than RM2 million in the local programme since its launch in 2016. Leveraging on the global partnership with F1®, Heineken® has been amplifying the simple but clear message urging consumers not to drive when they have consumed any amount of alcohol. Heineken® has communicated the message through various brand communications and campaigns, making extensive use of traditional and social media and influencers to reach out to more than 15 million people.
Enjoy Responsibly and Drink Sensibly
Of the RM7.3 million, RM5.3 million is spent on the ‘Drink Sensibly’ and ‘Enjoy Responsibly’ platforms which invest in outreach and education campaigns through brand and corporate communications, on-ground events, as well as digital campaigns including the annual year-end festive period awareness drive.
With the aim of incentivizing desired behaviour, HEINEKEN Malaysia and its portfolio of brands have partnered with e-hailing services, providing more than 21,000 promo codes and free rides to consumers to date. These codes are provided to encourage consumers to leave their car at home when attending brand events or other social events at partner restaurants and bars.
Beyond encouraging the use of e-hailing as a convenient and safe alternative to driving, HEINEKEN Malaysia also launched Heineken® 0.0, a dealcoholised beer for people who enjoy the taste of beer but not the effects of alcohol. With Heineken® 0.0, consumers have an alternative that is not only low in calories (53 calories per serve of 250ml) but also suitable for occasions throughout the day including at work, during lunch, after a work-out or before one needs to drive.
Responsible Alcohol Consumption Policy
At HEINEKEN Malaysia, we believe that responsible consumption should start from within. Our employees are all educated on the responsible consumption guidelines and act as advocates for responsible consumption.
Employees are briefed on the company alcohol policy, road rules and regulations, and the dangers of driving whilst under the influence of alcohol.
We strongly encourage our employees to practice ‘When You Drive, Never Drink’. Non-compliance against the Company’s policies will result in disciplinary actions including dismissals.
As one of the world’s leading brewers, we promote the enjoyment of our products in moderation for a balanced lifestyle. We strive to market and sell our brands responsibly, as well as work with our partners to reduce harmful consumption and behaviours among consumers. This includes excessive drinking, drink driving, drinking during pregnancy and underage drinking.
The safety, health and wellbeing of our consumers have always been our key priority. As an industry leader in responsible consumption, HEINEKEN Malaysia would like to reinforce our commitment to ‘Enjoy Responsibly’ by inviting our valued partners to sign the HEINEKEN Malaysia Advocating Responsible Consumption Pledge and be an ‘Enjoy Responsibly’ ambassador.
Your Commitment
Through this collaboration we invite our partners to join us in the Responsible Consumption Industry Pledge by committing the following:
- Be a responsible and progressive business by contributing to Malaysia’s economy through a vibrant food and beverage sector.
- Support consumers to Enjoy Responsibly through promotions at our respective outlets, in collaboration with HEINEKEN Malaysia.
- Educate and engage consumers to avoid harmful use of alcohol including excessive, drink driving, drinking while pregnant, and underage drinking.
- Support consumers to make a responsible choice by promoting the use of alternative transport, in line with HEINEKEN Malaysia’s “When You Drive, Never Drink” initiative.
- Reinforce our commitment to serve alcoholic beverages only to consumers who are non-Muslim and above the minimum purchasing age of alcohol in Malaysia, which is 21 years old.
- Support the Government’s efforts towards eliminating the sales and consumption of illicit alcohol in Malaysia by not participating in the illicit trade.
Signatories
We strictly adhere to legal and regulatory guidelines and have a stringent Responsible Marketing Code that governs how we do business. Our license to operate depends on our efforts in marketing our brands responsibly and in driving sensible consumption. We ensure that all marketing and promotional materials are in line with cultural sensitivities in Malaysia.
Responsible Marketing Code
At the heart of HEINEKEN Malaysia’s commitment to responsible consumption lies our Responsible Marketing Code (RMC), which serves to ensure our brands are enjoyed in the way that we intend. To ensure compliance with the RMC, we have a process in place where marketing materials including point of sales materials are reviewed according to eight principles below:
Principle 1: Respectful, Transparent and Truthful
Principle 2: Responsible Drinking
Principle 3: Adult Appeal
Principle 4: Safe and Appropriate Behavious
Principle 5: Does Not Claim Social and Sexual Success
Principle 6: Health, Nutritional and Functional Claims
Principle 7: Consumer Choice
Principle 8: Respect for People and Planet
