Case study I: Partnering for responsibility in Thailand

Case study I: Partnering for responsibility in Thailand

Heineken’s minority participation in Thailand, Thai Asia Pacific Breweries (TAPB), has taken a uniquely pro-active approach to encouraging responsible beer consumption, which has culminated in innovative campaigns undertaken in Bangkok, in alliance with government and industry organisations.

“We feel it’s not enough to simply encourage responsible drinking in our marketing campaigns,” explains Prin Malakul, Corporate Affairs Director at TAPB. “We’re forming alliances with organisations that do more to help manage the problems caused by irresponsible drinking and this has led to exciting campaigns aimed at reducing the associated dangers.”

Among employees, an alcohol and road safety training was organised and the marketing code of conduct was relaunched. As part of this campaign, portable breathalysers were handed out so that employees can check their own alcohol content. Another, external, campaign was the joining of hands with Nonthaburi Province and District police to build awareness of the ‘Don’t Drive Drunk’ foundation. To help raise awareness on alcohol and road safety, TAPB developed leaflets and posters. It also teamed up with the Federation of Alcohol Control Thailand (FACT), the local Traffic Police and other beverage firms, to patrol the streets and to hand out information leaflets to educate and raise awareness amongst consumers in that area about the dangers of driving under the influence.

The campaigns have put TAPB at centre stage in the fight against irresponsible drinking and highlighted Heineken’s commitment in this area. “We understand that with the sale of alcoholic products comes a responsibility to work with other responsible parties minimise the potential negative effects,” says Prin. “Our programmes have been a great success and we are now looking to expand them to other regions in Thailand.”