Marketplace practices
Code of conduct
A foundation for ethical thinking
We strictly adhere to all local laws and
regulations. Beyond these, we act in
accordance with our own high standards.
GAB’s Code of Conduct is based on our
Vision, Mission and Values. It comprises a set
of principles that we expect every employee to
live up to every day.
Code of Conduct e-learning
Every GAB employee should understand
precisely what is expected from him or her
in terms of business practices and personal
conduct. We have therefore revamped our
Code of Conduct training with a more holistic
content, including illustrative case studies, to
make these expectations even clearer. This
training is now available as an e-Learning
module.
Speak Up
‘Speak Up’ is an additional, independently
managed platform that enables employees
and distributors to voice concerns or highlight
breaches of compliance relating to GAB.
Reports can be made anonymously, either by
telephone or in writing.
Alcohol at work
GAB has a comprehensive policy on alcohol
consumption. While it may be necessary
for GAB employees to sample alcohol for
product knowledge, we recommend individual
discretion. We also raise internal awareness
and provide education about alcohol and its
effects as part of our Drink Sensibly campaign.
Supplier code of conduct
Driving industry excellence
We demand the same excellence and integrity from our suppliers as we do from our employees
and other business partners. In addition to commercial requirements, our Code of Conduct
for suppliers and vendors outlines our expectations regarding labour standards and policies,
environmental policies, health and safety regulations and applicable laws.
GAB’s suppliers fall into three categories:
• Commercial suppliers that provide goods and services to our Sales and Marketing
departments
• Non-commercial suppliers that service our Supply Chain department (e.g. packaging and
logistics)
• Other suppliers that service our Support Functions (e.g. Finance, IT and Human Resources)
Drink Sensibly
Championing responsible consumption
Drink Sensibly (DS) is GAB’s flagship initiative for encouraging responsible drinking. Targeting
consumers directly through public campaigns and retail outlets, DS raises awareness about the
effects of alcohol and provides information on measuring and managing consumption. All GAB
brands and communication materials are required to carry the DS logo as part of our Code of
Marketing Practice.
In July 2015, the DS Festive Campaign was shortlisted for ‘Best Consumer Engagement’ in the
category of ‘Communications Excellence’ at the Ethical Corporation Responsible Business Awards.
Drink Sensibly remains a key platform for GAB to lead the responsible consumption agenda in our
industry. We aim to further strengthen consumer engagement in FY16 and FY17 via trade outlets
and digital channels.
140,000 10,000
consumers through
drink sensibly (DS)
Approximately
frontline retail staff trained
on sensible serving via GAB
PROFESSIONAL SOLUTIONS
OUR DS FESTIVE CAMPAIGN WAS Shortlisted for ‘Best Consumer
Engagement’ at the 2015 Ethical Corporation Responsible
Business Awards
engaged
GUINNESS ANCHOR
BERHAD
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