Advocating Responsible Consumption
Why is this important
Beer is a natural product enjoyed by people around the world. Drinking beer in moderation is a legitimate and integral part of a healthy, balanced lifestyle. As the industry pioneer, Multi Bintang takes this issue seriously and consistently advocates responsible consumption and drinking in moderation. The vast majority of consumers enjoy our products responsibly, but there is still a minority of consumers who choose not to. There are health and behavioral risks associated with consuming alcohol excessively, either over time or on a single occasion. Harmful drinking is damaging not just to the individuals themselves and the people around them but also to our industry, society, and our brand reputation.
We believe it requires more than producers simply taking action. It demands a concerted approach from multiple players. Governments, NGOs, consumer groups, police forces, legislators, retailers, hotel, bar and restaurant owners and community groups – all have a valuable role to play in encouraging responsible consumption. Being in a dark market, meaning that we are restricted from doing advertising in mass media, pushes us to be creative in engaging and having dialogue with our consumers and multiple stakeholders on topics of responsible consumption. Operating in a country with the largest Muslim population in the world has also made us to be much more attentive and sensitive toward issues related to alcohol by developing initiatives that are supportive of and relevant to the communities and government. On our end, we ensure that responsible consumption messages are well communicated starting from recruitment process down to our day to day business activities.
We have identified three areas in which we can most effectively encourage responsible attitudes to alcohol and discourage alcohol misuse:
- Advocating responsible consumption through our brands
Our Heineken® brand is an international premium product that is known across the globe and Bintang, our local brand is recognized as a trusted quality and iconic brand of Indonesia. Through the power and reach of our brands, we aim to consistently bring a message that responsible consumption is aspirational directly to our consumers and stakeholders.
- Building partnerships to address alcohol-related harm
We work closely together with local government, community, business partner and other stakeholder to encourage responsible consumption and reduce harm caused by misuse of alcohol including . Since 2013, Multi Bintang has established partnerships with modern retailer operators to introduce the concept of responsible alcohol retailing and the implementation of ID check procedure to the store-front staff. We will continue to expand our partnerships with a greater group of stakeholders and ensure our efforts can be measured.
- Taking action at industry level
Multi Bintang is a member of Gabungan Industri Minuman Malt Indonesia (GIMMI) an association for beer producers in Indonesia. Together with our industry peers, we are committed to act on the following key areas: under-age drinking, retailer support, marketing codes of practice, drink-driving, consumer information and product innovation. This commitments are in support of the World Health Organization’s Global Strategy to Reduce the Harmful Use of Alcohol.
Our 2020 commitments
- Make responsible consumption aspirational through our brands
- Build measurable partnerships in every market in scope, aimed at addressing alcohol related harm
- Take action at an industry level, independently and also in collaboration with members of industry association particularly on a). Reducing under-age drinking; b). Strengthening and expanding marketing codes of practice to limit the exposure to young people; c). Providing more consumer information and responsible product innovation; d). Reducing drinking and driving; and e) Enlisting the support of retailers to reduce harmful drinking.