Advocating Responsible Consumption
We leverage our brands to promote moderation, foster partnerships to reduce harmful use, provide transparent information, and expand low- and no-alcohol options—ensuring consumers always have a choice.
HEINEKEN Malaysia remains focused on tackling the harmful use of alcohol. We will continue to cultivate local partnerships to address alcohol harm, including topics like the prevention of underage drinking, drink-driving, and binge drinking. We believe awareness is key to emphasising the importance of moderation and responsible consumption.
Since 2012, Heineken N.V. has endorsed the Beer, Wine, and Spirits Producers’ Commitments to Reduce Harmful Drinking.
Our moderation mantra is ‘Low. Slow. No.’ is how we bring our responsible consumption ambition to life. We aim to lead the conversation on moderation, and our efforts reflect our company’s purpose: to brew the joy of true togetherness.
We promote responsible consumption through strict adherence to our Responsible Marketing Code (RMC). All marketing communications—across digital platforms, traditional media, and point-of-sale materials—are carefully reviewed to ensure they align with our standards and do not target minors, encourage excessive consumption, or portray alcohol in a misleading or irresponsible manner.
Each campaign is evaluated against eight clear principles that guide how our brands are presented, ensuring our messaging is responsible, transparent and aligned with regulatory requirements as well as our internal governance standards.
ALWAYS A CHOICE
Our Ambition: We continue to innovate by offering a diverse range, including zero-alcohol options. We prioritise clear and transparent product information to empower consumers to make informed choices that align with their preferences and lifestyles.
Responsible Marketing Code
We uphold our dedication to promote responsible consumption through our Responsible Marketing Code (RMC). We review all marketing materials, including point-of-sale items, based on the following eight principles:
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
