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COMMUN I CAT I NG TO CONSUME RS
In FY2011, we launched the Drink Sensibly website to promote sensible drinking, with interactive content to
help consumers understand the impact of various levels of alcohol intake. We also launched a series of radio
advertisements during the year-end festive season to raise awareness of sensible drinking.
We engage extensively with our trade partners, such as bars and restaurants who are at the forefront of
consumers’ contact with our brands. They are in the best position to influence attitudes towards sensible
drinking. A Sensible Drinking and Serving module is incorporated into the training given by the GAB Academy
– our flagship training programme for trade partners – providing service industry front liners with knowledge of
the alcohol content of various drinks, responsible bartending skills and methods on how to engage with difficult
customers.
PROGR E S S AGA I NS T R E PORT E D TARG E T S I N 2 0 1 0 – MARK E T P L AC E
Targets set for FY2011
Status
Comments
We will continue to ensure that the Code of
Marketing Practice is strictly adhered to.
We have a strict internal approval process
for all brands advertisements before they
are published to check for compliance.
We will have annual refresher briefings
for all staff and relevant agencies.
We held a briefing for the Marketing
Department in FY2011. In FY2012, this
briefing will be extended to the rest of the
organisation and relevant agencies.
We will be rolling out a responsible
drinking programme which will involve
the participation of our trade partners.
Drink Sensibly, GAB’s responsible drinking
initiative, was launched to employees,
trade partners, distributors, media and
suppliers in June 2011.
Fully achieved Partially achieved Not achieved
E NGAG I NG T H E AU T HOR I T I E S
We are in on-going dialogue with authorities on the
role which we can play in promoting safe drinking
practices to consumers and have updated them
on the progress of our Drink Sensibly programme,
and the implementation of our Code of Marketing
Practice. We have highlighted to the authorities that
the current alcohol taxation system lacks equity
where lower alcohol content beverages, such as beer,
are taxed 6.5 times higher on a per standard drink
basis than compounded hard liquor, which has more
than 8 times the alcohol content. We are particularly
concerned as this has driven consumers to switch to
cheaper and higher alcohol content beverages, which
may lead to negative health and social problems.
PRODUC T SA F E T Y
We are committed to producing the highest quality of
product, using pure and safe ingredients. We were the
first brewer in Malaysia to be certified to the HACCP
standard, ensuring that every step of our supply
chain and our production processes meet the highest
hygiene and safety standards.
We launched the Drink Sensibly website to promote sensible
drinking, with interactive content to help consumers
understand the impact of various levels of alcohol intake.
We have rolled out Drink Sensibly to our consumers,
employees, trade partners, distributors and suppliers.
Responsible Marketplace Practices
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G U I N N E S S A N C H O R B E R H A D
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