Effective Date: 11 May 2021


  1. Asia Pacific Breweries (Singapore) Pte Ltd (“APBS”) collects personal data through its websites (including its online platforms and brand related websites) (“Websites”) as well as pursuant to and/ or in connection with any promotions and contests conducted by it and/ or any of APBS’ business partners (“Business Partners”), including but not limited to participating outlets and retailers (“Activities”). APBS respects your privacy and complies with applicable privacy laws.
  2. The Websites are not intended for use by individuals under the age of 18 or the applicable legal age for consuming the products in question. APBS does not knowingly collect personal data from individuals under the age of 18.


  1. By accessing the Websites and/ or participating in the Activities, you hereby acknowledge that your Personal Data (defined below) shall be collected, used and disclosed by APBS in accordance with this Privacy and Cookie Policy and further that you have read this Privacy and Cookie Policy.
  2. This Privacy and Cookie Policy may be changed over time. Such changes shall be effective immediately upon the posting of the modified Privacy and Cookie Policy. Users of the Websites and participants of the Activities are advised to regularly read the Privacy and Cookie Policy for possible changes.

Personal Data

  1. Personal data means data about a person who can be identified (i) from that data, or (ii) from that data and other information to which APBS has or is likely to have access (“Personal Data”), which may include but is not limited to the following:
    1. personal information that links back to an individual e.g., name, gender, date of birth, personal identification numbers, images, photographs, videos;
    2. contact information e.g., address, phone number, email address;
    3. payment information e.g., credit or debit card information, including the name of cardholder, card number, billing address and expiry date; and
    4. technical information e.g., IP address.

How We Use Your Data

  1. Personal Data collected by APBS from you may be used by APBS and/ or shared with any of APBS’ related corporation, agents, service providers, and Business Partners, for any of the following purposes:
    1. to provide services of the Websites, provide technical assistance, assist you in a transaction;
    2. to administer the Activities;
    3. to inform you of events and promotions and to send you sales and marketing communications relating to APBS products, including (but not limited to) offers, personalised updates*, and information about new goods and services via newsletters, emails and/or text messages;
    4. to inform you of events and promotions by any of the Business Partners**;
    5. to conduct marketing research, user profile and analytics; and/ or
    6. for such other purposes notified to you on or before collection or use of the data.

    (collectively referred to as the “Purpose”).

    * Personalised updates: These will be sent by APBS via email and tailored online & social media advertising. The advertising could be based on your location and is tailored to you through a profile of your interests and matched with other information gathered by APBS. You can opt-out of receiving these updates and promotions at any time by using the unsubscribe link or by contacting [email protected].

    **Please note that the communications will be sent directly by any of the Business Partners, and APBS shall disclose the relevant contact information to them for that purpose.

  2. In relation to paragraph 5 above, APBS may process and combine information about your online navigation (clicks and views), your interactions with APBS, your online purchases, your settings on the Website, your browser settings, your location, and your contact details. In addition, APBS may build a profile of your interests and match this with your other online information (for example by using Facebook or Google Custom audience services to the extent allowed under applicable law) in order for APBS to use different channels for relationship management and marketing of APBS products and services to you via e-mail, direct mail, social media or online advertising which may include personalising marketing content and offers, in particular when APBS uses data management platforms, so that these are tailored to your preferences.

Transfer, Storage and Processing of Data

  1. APBS will take appropriate technical, physical and organisational measures to protect the Personal Data collected through the Website from misuse or accidental, unlawful or unauthorised destruction, loss, alteration, disclosure, acquisition or access, that are consistent with applicable privacy and data security laws and regulations. However, no internet-based site can be 100% secure, and APBS cannot be held responsible for unauthorised or unintended access that is beyond the control of APBS.
    The Website may contain links to other websites. APBS is not responsible for the privacy practices, content or security used by such other websites, which shall not be governed by this Privacy Policy. You are advised to always carefully read the privacy policies on these other websites.
  2. The transfer, storage and processing of data collected through the Websites and Activities is secured by means of current, usual technical measures. APBS may transfer your Personal Data to the Heineken group companies or third parties to fulfill any of the services requested by you, which parties will process your Personal Data according to instructions of APBS and under the responsibility of APBS.
  3. In case Heineken N.V./ APBS sells all or some of the assets or shares of a group company/ APBS, as the case may be, to which Personal Data was transferred to a third party, your Personal Data may be provided to this third party. Save and except as provided in this Privacy Policy, APBS will not provide your Personal Data to any other third parties, unless there is a legal obligation to do so.
  4. Personal Data provided by you will be retained as long as the purpose for which the data was collected continues. Thereafter APBS will destroy or delete the information, or remove the means by which the data can be associated with you, unless its retention is required to satisfy a legal, regulatory, accounting or other business requirements.

Access, Correction and Removal

  1. You may, at any time, request for APBS to take any or all the following actions by writing to APBS at [email protected]:
    1. inform you whether any Personal Data has been collected from you;
    2. inform you what Personal Data (if any) has been collected from you;
    3. send, via email, the Personal Data that has been collected from you (if any) to you at your preferred email address; or
    4. delete any or all Personal Data that has been collected from you (if any).
  2. You may withdraw your consent for APBS to use any or all of the Personal Data that has been collected from you (if any) by writing to APBS at [email protected] and APBS shall, as soon as possible, delete such Personal Data as advised by you.

Cookie Policy

  1. This Websites use cookies; cookies are small text files that the Websites store on your user device.

Cookies Used on the Websites

  1. The Websites use cookies for the following purposes:
    1. Functional cookies: These cookies enhance the user friendliness of the Website for visitors. For example, they make sure that you only have to pass the age-gate once and that your basket is saved during all the steps of your checkout process. These cookies also help to support website security and basic functionality.
    2. Analytics cookies: APBS uses Google Analytics cookies, with the purpose to analyse how visitors use the Websites. APBS can then make improvements to the usability of the Websites. Google only processes data obtained via the Websites in an anonymous form. Please visit www.google.com/analytics for more information on Google Analytics.
    3. Advertising cookies: Advertising cookies will remember your product and page preferences when you visit the Websites. This enables APBS to provide you with advertisements that are relevant to your interests by developing a segmented profile and adapting the content of the advertisements on the Websites for various groups of customers. Third parties that set cookies via our website may also try to find out what your interests are in this way, and this information may also be used to present you with advertisements that are tailored to your interests on those third party websites.

    The Websites also allow cookies of social plugins of several third parties. This enables a user to share content of the Websites on certain social networks. These plugins also enhance the user friendliness of the Websites. For example, with the Facebook plugin on the Websites, users can simply register themselves on the Websites with their Facebook account details. The (use of the) data collected by these third parties via the social plugins are exclusively determined by such third party as APBS cannot read these cookies (nor can these parties read the cookies of APBS). For information regarding the third party cookies, please read the respective third party’s policies.

Changing Your Settings

  1. By changing the settings in your web browser, you can establish that you will be given notice if a cookie is stored on your computer. By changing settings, you can also establish that your browser does not accept cookies from these Websites. However, if your browser does not accept cookies from this Websites, you may not be able to access or use all features of these Websites.


  1. Please send an email to the APBS’ Data Privacy Officer or [email protected] in case you have any questions concerning anything on the use of your personal data or cookies on the Websites.
  2. The name and contact details of APBS’ Data Privacy Officer are as follows:
    Name: Adrian Tan
    Contact details: [email protected]
    Address: 459 Jalan Ahmad Ibrahim Singapore 639934