Selling beer safely



 
 
Promotion and sales of our brands in bars and restaurants by professional Beer Promoters (BPs) is a common and accepted practice in many countries. BPs sell and promote beer directly to the (potential) consumers visiting outlets. Many company brands, including the Heineken brand, are marketed and sold in this way. In the majority of countries, this practice works well and produces the relevant positive results for all parties involved.

Beer Promoter Rules and Guidelines
Heineken is aware of the potential issues related to the work of selling and promoting beer in a country like Cambodia. The hazards and harassment, for instance, involved in dealing with difficult (and sometimes drunken) customers, must be taken seriously. Heineken acknowledges its responsibility and strives for continuous improvement of the health and safety of BPs. Heineken maintains policies in its breweries and for its sales organisations. These cover human resources issues, organisation of work and health and safety training, information and education. All these aspects are influencing the working conditions of the beer promoter and in specific the health and safety situation of a BP.

Training Tools and Support
To support the various sales organisations around the world to implement the policies, Heineken has developed training tools. Training DVDs, booklets, training manuals for trainers, peer educator materials and leaflets are constantly developed and translated in several languages to supply a basis for implementation. The main training tools have been developed in cooperation with several NGOs, of which CARE International is the prominent partner for Heineken. Those NGOs that have experience with working with women on reproductive and sexual health, gender, life skills, empowerment of women, labour rights, alcohol use etc are contacted to give local support wherever necessary.

Example of local implementation
In Cambodia Heineken has developed the most holistic programme for BPs as a result of lessons learned in this country. Together with our local partners and CARE Cambodia, Heineken has developed a “Selling Beer Safely” programme which also includes the reorganisation of supervision, a 3-day training for BPs, an extensive train-the-trainer programme, an information campaign for all commercial staff, development of local policies, a salary increase and revision and transport arrangements. Following our local programme, Heineken took the lead in creating the “Beer Selling Industry Cambodia” (BSIC), a membership organisation of national and international beer brewers and distributors of beer. This BSIC has launched a Code of Conduct which aims to improve the working conditions of BPs and which has been signed by all members.