Category Archives: BaBF – 4 Key Areas

APB Singapore clinches Environmental Achievement Award

APB Singapore is proud to be recognised for our environmental stewardship and commitment towards sustainability with the SEC-SETSCO Singapore Environmental Achievement Award (Manufacturing) 2019 presented by Singapore Environment Council.

The award acknowledges our sustainable business practices and performance through leadership, innovation, systems and management, and industry-specific achievements. Some key achievements include preventing more than 21,000 tons of waste from going to landfill, and collecitng and reusing 87 per cent of glass bottles that are released to the on-premise market.

APB Singapore Wins NEA EENP Award

APB Singapore has been awarded the “Best Practice” award at the Energy Efficiency National Partnership (EENP) Awards. Organized by the National Environment Agency, Energy Market Authority and the Economic Development Board, the award recognizes the efforts to plan and implement energy efficiency projects validated by actual performance data.

Through the “Retrofitting of Cooling Plant Process” project, our Supply Chain  optimized the cooling process of the brewery and brought our energy consumption down by about 20%.

Heineken at F1: When You Drink, Never Drive

Enjoy Responsibly Day (ERD), which was held on 16 Sep 2016, coincided with the first day of Singapore F1 Night Race. What better way to commemorate this with an activation at the race itself?

With Heineken’s campaign of When You Drive, Never Drink, we drove home the message of enjoying responsibly to our consumers. At our “speed selfie” booth, consumers were asked on how much they have drunk and whether they’ve driven to the F1 site. Their photo will be treated with a blurry filter according to the amount of drinks they’ve declared to have had, to simulate the effects of overconsumption. Consumers who drank and drove were given a $10 off their next Uber ride back home.

We’ve taken 359 photos, with 191 declaring that they’ve drunk. A total of 333 Uber codes were given away.

International Migrants’ Day

To embed a responsible drinking culture amongst the foreign worker population in Singapore, APB Singapore partnered the Migrant Workers’ Centre (MWC) for an activation during International Migrants’ Day (IMD).

MWC celebrated the contributions of the foreign workers through a singing competition, of which APB Singapore was an event partner. To spread the message of responsible drinking, the slogan of “I’m a Responsible Drinker” featuring activations of Bollywood style photo booths were set up at 3 foreign worker recreation centres. Workers got to style themselves as Bollywood stars at the photo booths and were offered to pledge to drink responsibly. Drawstring bags containing the message of “I’m a Responsible Drinker” were also given away to cement our message of encouragement.

6,984 impressions were recorded at the 3 booths and 913 pledged to drink responsibly. We also conducted 293 AUDIT surveys, with 72% of the respondents in the low risk category.

Tiger Beer – Now Brewed by the Sun

In a landmark 25-year Power Purchase Agreement, more than 8,000 solar panels were installed on the APB Singapore rooftops, spanning an area of more than 3 FIFA football fields! With that, we can proudly announce that every pint of Tiger Beer consumed in Singapore is ‘Brewed by the Sun”!

A “Brewed by the Sun” icon, unveiled at the official announcement graced by Parliamentary Secretary Low Yen Ling, Ministry of Trade and Industry and Ministry of Education, will soon be introduced to Tiger Beer’s local packaging – look out for it!

With the installation, APB Singapore will reduce its carbon footprint by about 20%. Approximately 2.3 million kWh of clean energy will be generated each year, enough power for 600 four-room HDB flats annually!

This is HEINEKEN’s largest rooftop solar installation globally, HEINEKEN’s first solar installation in the Asia Pacific region, as well as one of Singapore’s largest corporate solar installations.

Self-regulation: Code & Policy

To be a credible advocate for responsible alcohol consumption, it is important that we walk the talk.

Our employees are aligned to the corporate alcohol policy which guides staff on appropriate conduct in relation to alcohol and serves to heighten understanding about alcohol responsibility. Staff conduct in relation to alcohol at work, in the community and at home is fundamental to the success of combating alcohol abuse and harm. It is against this backdrop that we stipulate a zero tolerance for drink-driving. Staff, who is legally charged with a drink-drive offence, will face severe disciplinary action, leading to a probable dismissal by the company.

To ensure that our commercial communication does not encourage negative drinking patterns such as excessive and underage consumption or drink-driving, we adhere strictly to the ‘Rules on Responsible Commercial Communication’, which we have also shared with our agency partners to ensure alignment. The ‘Rules’ apply to all marketing activities of our brands and they cover a wide range of requirements including but not limited to:

  • Never targeting minors below legal drinking age intentionally or unintentionally;
  • Promote our products only through media, programmes or events where at least 70% of the audience is above 18 years old;
  • All brand websites must ask for age declaration at the point of access;
  • Never imply that drunkenness is acceptable or that consumption of alcohol contributes to social or sexual success.

Recognised for Excellence in Energy Management

It is APB Singapore’s business priority to embed and integrate sustainability in its daily operations. In 2013, we received the NEA Energy Efficiency National Partnership (EENP) Award for excellence in energy management. The award recognizes APB Singapore’s energy efficiency improvement project which recovers heat generated from the production process to produce hot water for general cleaning instead of discharging the heat into the atmosphere. This initiative helps us reduce thermal energy consumption by a whopping 23.6 million mega joules over 3 years! The project was also selected for an Honourable Mention under the award’s Best
Practices category.