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KÖVET (Dreher Breweries) - Discouraging irresponsible drinking

Added on 22-03-2013

Company

Dreher Breweries

Network

KÖVET

Year

continuous

Business challenge

Dreher Breweries Ltd. applies strict regulations besides those specified by the Hungarian law. Building on our basic principles, we take part in company and industry level self-regulation complementing this with our Alcohol Responsibility Program.
Even though alcohol consumption contributes positively to most consumers' life, irresponsible and binge drinking may have negative communal and social effects. Although the patterns and behaviors of our parents influence our adult drinking habits, manufacturers and distributors also have great responsibility through their commercial and marketing communication, as that influences consumers in their choices as well. For this, we need substantiated information, knowledge and self-awareness.
One-two word ads with concise information – it is a real art to meet both expectations, especially as we are trying to apply principles that are even stricter than the legal regulations.
Furthermore, the emergence of irresponsible alcohol consumption is influenced by the effect and joint movement of individual, family, community and social problems, thus its solution is a multi-player process. 

Description

Our company's marketing and commercial activities go beyond laws with the practice of self-regulation, strengthening ethical conduct. Beyond responsible communication we strive to support consumers' proper decisions, by providing information and encouraging social dialogue. Dreher Breweries was the first company in Hungary to start a program which aims to draw attention to the adult Hungarian population regarding the importance of alcohol responsibility. Furthermore, our Responsible Sales and Marketing Policy, our Research Policy and our Employee Alcohol Policy formally establish our principles and ethical practices that go beyond laws. These provide everyday guidance to our employees and subcontractors who invent, manufacture and create communication materials.

In the meantime, the policy is only a piece of paper and abiding rules represents the real challenge. To this end, we actively do our best!

In order to keep up to the principles, we operate a Sales and Marketing Responsibility Committee with the active participation of colleagues from different departments (production, marketing, legal, sustainable development), who approve the ethical appropriateness of all marketing and promotional materials before production. In case of disagreement, a consensus debate is held between those involved.

To facilitate the understanding of policies all employees receive a basic training called Responsible Alcohol Consumption and Conduct, furthermore, departments most involved and their subcontractors (marketing, trade marketing, legal, corporate affairs) receive an advanced level training in the subject and have to reinforce each year the learned knowledge and competences through e-learning.

In addition, our company is a member of the Association of Hungarian Breweries (AHB) and of the Hungarian Self-Regulatory Advertising Board (ÖRT), professional organizations with codes of ethics to which we also keep to. We regularly ask for a preliminary opinion concerning our communication plans from the experts of ÖRT so that we meet social expectations. 

Dreher Breweries is an active participant in Hungarian self-regulation.  We are a member of the Hungarian Self-Regulatory Advertising Board (ÖRT) both as an individual company and as a member of the Association of Hungarian Breweries (AHB).  In our Alcohol Responsibility Program, besides Gábor Talmácsi, we have engaged competent and authentic experts in various topics to encourage social dialogue.  We also regularly and actively involve our employees and subcontractors in the realization of programs.

Impact

One-two word ads with concise information – it is a real art to meet both expectations, especially as we are trying to apply principles that are even stricter than the legal regulations. Furthermore, the emergence of irresponsible alcohol consumption is influenced by the effect and joint movement of individual, family, community and social problems, thus its solution is a multi-player process. 

Challenges/Lessons learned:

Due to our strict regulations, we do not receive condemning statements from the Hungarian Competition Authority, and were able to show on a European level our industrial self-regulation in the beer industry as a best practice, under the guidance of the Self-Regulatory Advertising Board.

The message of our Alcohol Responsibility Program, "You should also see your acts clearly!" reached the adult population about 170 million times. We have developed and spread more tools (Blood Alcohol level calculator) and games (Self-awareness game) to make information more accessible and understandable which are needed by our consumers when making their decisions. 

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