Heineken Malaysia Bhd has reaffirmed its stance and commitment towards advocating responsible consumption, with managing director Roland Bala stating that the company has a zero tolerance policy on the issue of drink driving.
At the same time, Heineken has noted that the statements about Malaysia ranking among the top 10 alcohol consuming countries in the world are false, with data indicating that Malaysia is actually among the lower ranked countries in the world.
Since 2010, the company has invested RM7.3 mil on various initiatives to create awareness among its consumers, with over RM5.3 mil being invested into outreach and education campaigns. As part of these initiatives, consumers are educated on the importance of moderation and are encouraged to use alternative modes of transportation, including e-hailing, to get home safely.
“Our message to our consumers is simple – When You Drive, Never Drink. If you are driving, having one alcoholic drink is one drink too many. As a responsible brewer, we are committed to continue supporting our retail partners on the topic of responsible serving and educating our consumers on responsible drinking. The right behaviour starts from ourselves and our employees are all aware that we have zero tolerance on the issue of drink driving,” said Bala.
To incentivise responsible consumption, Heineken and its portfolio of brands have partnered with e-hailing services, aimed at encouraging consumers not to drive when attending brand events or other social events at partner restaurants and bars. – June 5, 2020
