Economic Priorities

Progress/Achievements:

In our dedication to ensuring the production of safe consumables, we undertook the following initiatives throughout the year to maintain the high-quality standards of our products:

With the implementation of stringent practices, we did not experience any cases of non-compliance with regulations and codes of conduct concerning the health and safety impacts of our products and services.

In 2023, there was no instances of consumer-related product recalls related to food safety and quality. There was, however, one voluntary product withdrawal as a result of the product not meeting our stringent packaging standards.

Going Forward

In our ongoing commitment to upholding product quality and safety, we have outlined additional controls and plans to implement more timely and stringent measures in order to deliver continuous improvement such as to:

Our Approach:

We are guided by our Marketing Communication Policy (MCP) which supports our commitment towards responsible advertising and marketing. The Policy reflects the high standards we have set for ourselves as a brewer and an established industry player. It outlines our values and methods of communication to ensure that we reach the right people with the right messages. 

In addition, our operations in Malaysia also adhere to the revamped Content Code 2022 issued by the Malaysian Communications and Multimedia Commission to respect local sensibilities, practices and culture. Responsible Advertising and Marketing is further reinforced by principles of responsible marketing outlined by both the Confederation of Malaysian Brewers and the Singapore Beer Industry Association, both trade associations that we are founding members of.

Progress/Achievements

In 2023, we continued to ensure that all our Above-the-Line (ATL), Below-the-Line (BTL) and digital marketing initiatives are governed by the MCP and complies with local regulations and guidelines for each market.

Our ongoing initiatives include:

Enforcing Our MCP Across Stakeholders

The Group’s MCP is applicable to all employees, affiliated agencies and contract workers who are communicating through or on behalf of our brands. While the policy is adopted from the Carlsberg Group, we ensure that it is adapted accordingly to the local markets for relevance and compliance.

During agency pitches or when we onboard a vendor, they are given a complete briefing of our MCP and a copy is shared for reference.

In 2023, we have widened our coverage by including a new media agency, our current serving social media and creative agencies as well as all our existing Key Opinion Leaders (KOLs).

In Malaysia, we ensure that all our alcohol-related advertisements, posts and videos across platforms conform to the below, among other guidelines, outlined in the MCP:

• Avoid targeting audiences below 21 years old and Muslims
• Contain a responsible drinking message, forward advice notices as well as the ‘Don’t Drink and Drive’ logo and are age-gated wherever possible
• All KOLs are at least 25 years of age and also reflect their age physically
• Additionally, the majority of these KOLs’ followers must be at least 21 years of age and are non-Muslims

To map out a more effective course for responsible marketing, we have established a standard operating procedure, detailing our print, online and digital marketing materials review process. The chart captures the process practised in validating the marketing material before it is released through the approved platforms, ensuring consistency and compliance to departmental policies.

Our Legal Department performs a biannual audit to enforce stricter controls, ensuring compliance of all media platforms and assets with our MCP. Any gaps identified during the audit must be promptly rectified by the respective brand teams. Subsequently, the Legal Department verifies the closure of identified gaps. As of 2023, there are no outstanding issues.

With ample due diligence in our process, we have reported zero cases of non-compliance with regulatory requirements and are not implicated in any complaints or legal proceedings associated with marketing or labelling.

Going Forward

We will continue to observe and practise responsible marketing by ensuring that new employees, agency partners and contract workers are aware of the MCP and the relevant regulations and guidelines. We have also set plans to roll out the Responsible Drinking Policy and guidelines to our distributors and their employees who manage the sales and distribution of our products.

Our Approach

The Malaysian beer industry operates within a framework of stringent regulations, aiming to tackle challenges such as alcohol misuse and reduction of alcohol-related issues. These regulations are designed not only to safeguard public health but also to foster local economic development, shield vulnerable populations and encourage responsible consumption.

Addressing the issue of illicit alcohol trade relies heavily on collaborative efforts between the public and private sectors. We commend the Malaysian government’s proactive stance in establishing the Multi-Agency Task Force, specifically targeting smuggling activities related to cigarettes and alcohol. This demonstrates a commitment to tackling the root causes of this issue.

Our plans and actions are consistently guided by our Group’s Public and Government Affairs Manual, ensuring that all our engagements align with local regulations and laws. By doing so, we contribute to a responsible and sustainable industry that prioritises the well-being of communities and promotes ethical business practices.

Progress/Achievements

We are committed to taking proactive measures to safeguard our commercial freedom by actively addressing key industry concerns surrounding illicit alcohol and public health risks resulting from unregulated contraband products.

In Malaysia, our engagement is centred on fostering a supportive and proactive regulatory environment that benefits all stakeholders. Some of our dedicated efforts include:

Going Forward

As a responsible brewer committed to fostering positive change, we recognise the importance of collaboration with government stakeholders and the public in addressing the challenges posed by the illicit alcohol trade. We are committed to playing a proactive role in creating a safer and more regulated environment within the beer manufacturing industry. We will actively engage in dialogues and partnerships to contribute our industry expertise and resources.