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Home OUR SUSTAINABILITY Our Sustainability Journey Our Value Chain Our Consumers Smart Drinking
Disclosure Items: GRI 416, 417; HKEX B6
  • Our Risks and Opportunities
    Bud APAC is dedicated to ensuring positive beer experiences by actively addressing harmful alcohol consumption in our markets. We are committed to promoting a responsible drinking culture in line with the World Health Organization’s (WHO) global goal of reducing harmful alcohol consumption by 10% by 2025. Moreover, we are aligned with United Nations Sustainable Development Goal 3.5, which aims to strengthen the prevention of harmful alcohol consumption in the APAC region. Our opportunities in smart drinking include providing transparent information and choices to consumers, enabling us to achieve our Smart Drinking Goals.
  • Our Policies
    Our Responsible Marketing and Communications Code sets clear guidelines for promoting responsible alcohol consumption. This includes not endorsing intoxication and respecting individuals’ choices regarding drinking. We have also implemented a Responsible Drinking Policy, which prohibits drinking at work and allows only moderate consumption in relevant work contexts. 
  • Our Vision and Ambition
    We strive to cultivate a worldwide culture of responsible drinking. This commitment entails promoting smart consumption, minimizing alcohol-related harm, and aligning our marketing and communication practices accordingly. We prioritize the well-being of individuals and safeguard the reputation of our company and brands by consistently marketing and promoting our products responsibly. 
    We aim to offer No or Lower-Alcohol Beer (NABLAB) products representing 20% of our beer volume by the end of 2025. 

  • Our Approach

    In our commitment to responsible drinking culture, we have collaborated with public health experts and local authorities on responsible drinking programs since 2008. We have developed region-specific programs tailored to diverse local contexts. We prioritize the well-being of individuals and uphold the reputation of our company and brands through consistent and a clear Responsible Marketing and Communications Code (RMCC). The RMCC sets the standards for our marketing and commercial communication to ensure our marketing communication and information only to individuals above the legal drinking age and that is carried out in a socially responsible manner. Our Sales, Marketing, Legal, and Corporate Affairs colleagues, contractors, and agencies are trained annually in matters related to the RMCC.

Our initiatives

Actions
  • Drunk Driving Prevention through “Ignition Interlock Device”
    Our South Korean subsidiary, OBC made history as the first private company to launch the “Ignition Interlock Device (IID)” project in South Korea. In collaboration with the Korea National Police Agency and the Korea Road Traffic Authority (KoROAD), OBC successfully implemented the IID pilot project to raise awareness about drunk driving prevention and advocate for the implementation of IID laws in South Korea.
    The IID, wired to the vehicle’s ignition, mandates drivers to provide a breath sample before starting the engine. In 2023, the devices were installed in vehicles belonging to habitual drunk drivers, accompanied by educational workshops on road safety. Furthermore, our initiative to introduce IID in selected trucks within our logistics fleet was honored with the 2023 International Road Federation “Find a Way” Global Road Safety Award. 
    Impact
    In October 2023, the National Assembly in South Korea passed a bill making it mandatory for habitual drunk drivers to install IID in their vehicles. 
  • Influence Social Norms through Behavior Change Campaign
    To shape social norms, cultivate a smart drinking culture, and raise awareness about road safety throughout the region, we leverage our brand influence and forge partnerships with local transportation authorities. We persistently execute responsible marketing campaigns and foster behavioral changes among our consumers. 
    Impact
    We successfully launched over 20+campaigns promoting smart drinking and safe driving in our key markets across APAC. These campaigns reached an audience of nearly 16 million individuals. 
  • Enhancing Product Labelling to Support Consumers Making Informed Choices
    We are committed to providing transparent product information, enabling consumers to make informed decisions regarding safe and moderate alcohol consumption. Furthermore, we actively collaborate with public health experts, governments, and other partners to enhance alcohol literacy and improve product information. These transparent labels provide valuable advice to consumers on how to make informed choices and avoid the potential risks associated with excessive alcohol consumption. 
    Impact
    With a strong commitment to enhancing alcohol literacy and preventing harmful consumption, we have achieved a 100% implementation of guidance labels in APAC markets for our consumers to make informed choices. 

Case Study