Thai Beverage Public Company Limited and its subsidiaries (collectively “ThaiBev”), the world-class producer and distributor of both alcoholic and non-alcoholic beverages, aim to create high-quality products of all product groups for our consumers. As outlined in ThaiBev’sVision 2020, ThaiBev strives to accomplish efficient growth and to diversify our market and product groups. We also guarantee brand satisfaction, while simultaneously attending to the responsible consumption of alcoholic beverages by organizing campaigns and workshops with entrepreneurs and alcohol servers to educate those directly involved with consumers on various aspects of alcoholic beverages. The purpose of the activities organized by ThaiBev is to encourage to drink responsibly, take into account their health and safety along with the safety of society. These activities include:
Serve Responsibly ProjectThe Serve Responsibly Project was first introduced in 2016 with the aim to raise alcohol servers’ awareness of their responsibilities to society, emphasizing the importance of customers’ welfare and safety. To promote the responsible serving of alcohol, ThaiBev has organized the “Serve Responsibly” workshops for servers of alcoholic beverages including food and beverage service managers, waiters, and hotel and premium restaurant bartenders. The objective of these workshops is to lower the risk of accidents associated with the excessive alcohol consumption.
Each workshop lasts 1 day, and covers the following topics:
- Knowledge with respect to the laws regulating alcoholic beverages, especially the Alcohol Control Act, B.E. 2551 (A.D. 2008), and the first-hand experiences from police officers overseeing the enforcement of land traffic laws.
- Knowledge from medical experts to create a better understanding of appropriate alcohol consumption (Standard Drink), which would be beneficial to consumers’ health.
- Knowledge about body reactions before and after excessive alcohol intoxication through the “Walking Drunk” activity which participants can try out intoxication-simulating “Drunk Buster Goggles”, enabling them to identify those customers with signs of intoxication.
In 2017, ThaiBev organized three consecutive “Serve Responsibly” workshops with a total of 200 alcoholic beverage servers participating, a number that reached our set goal. Next year, ThaiBev intends to extend the workshops to Greater Bangkok and major cities in each region of Thailand. ThaiBev strongly belives that each and every workshop participant will apply the knowledge gained to their work and to share their knowledge with others, hence the production, distribution and consumption of alcoholic beverages in overall aspects shall proceed in a socially responsible manner.
“Spirit Induction Program”
The “Spirit Induction Program”, a 3.5-day course, was organized for ThaiBev’s 115 sales representatives. The program’s main objective was to make representatives aware of their roles and duties as alcoholic beverage salespersons. During the program, the representatives were provided with updates on the laws regulating alcoholic beverages, in particular the rules and conditions governing labeling and packaging, along with penalty provisions regarding places and time during which the sales of alcoholic beverages are illegal, the persons prohibited from purchasing alcohol, and other practices prohibited by law. ThaiBev has a strong belief that the participating sales representatives will take the information they have received and apply it to their work, recognizing their role as well as fostering an awareness of their responsibilities to the general public.
“Safe Driving with ThaiBev” Taxi Back Ads Project
To campaign the general public to drink responsibly with a view to lower road traffic accidents and enhance overall road safety, ThaiBev has collaborated with the public sectors and other private organizations to create the Taxi Back Ads project, using advertising space in the back of taxi-cabs as a channel to stimulate self-awareness and to remind drivers and passengers to be mindful of the importance of good discipline and behavior on the road. This project organized by ThaiBev has been ongoing since 2008, with 300 taxi-cab drinkers participating each year. At present, there are 3,000 participating taxi-cabs to cover the whole area of Greater Bangkok.
Shift Leader - Le Meridien Bangkok
“I will take what I have learned to share with my coworkers, so that we can work together to make sure that our customers do not engage in drunk driving. Thank you very much ThaiBev.”
Wine Guru - Anantara Riverside Bangkok Resort
“The workshop organized by ThaiBev is very useful for me. The activities which I took part can be applied to my everyday work. It is such a good opportunity for me to join this class. Thank you ThaiBev.”
Assistant Manager - LIT BANGKOK Hotel & Residence
“Today’s program taught me that the work I do can help my customers live safely. Thanks to ThaiBev for providing us these good things. This is another important step toward a better society worth living in.”
Asst. Restaurant Manager - TK. Palace Hotel & Convention
“This project made me realize that I am part of creating the self-awareness to provide the socially responsible service. I wish ThaiBev to continue organizing these good projects going forward.”
Creating and Sharing the Value of Growth for a Sustainable Future
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