Cambodia Investment Review
In a significant development for the Cambodian beverage market, HEINEKEN Cambodia is set to introduce Heineken 0.0, the world’s leading zero alcohol beer. This launch, which aligns with the company’s 30th anniversary of operations in Cambodia, is part of a broader strategy to promote responsible consumption and cater to evolving consumer preferences in the $2.3 billion beer industry, according to a study by the Japanese company Kirin.
Heineken 0.0: A New Option for Health-Conscious Consumers
The introduction of Heineken 0.0, the first zero alcohol beer in HEINEKEN Cambodia’s extensive portfolio, coincides with a growing demand for healthier lifestyle choices and moderate drinking habits among Cambodian consumers. This shift mirrors a global trend where non-alcoholic beverages are gaining popularity among health-conscious individuals seeking more flexible drinking options.
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Anne De Graaf, Corporate Affairs Director of HEINEKEN Cambodia, elaborated on the company’s commitment to innovation and responsible brewing. “As a responsible and progressive brewer, we are both committed to innovate and brew quality beers, as well as to advocate responsible consumption. We are proud to introduce Heineken 0.0 to Cambodia, offering a choice, supporting a culture of moderate consumption, or at times, no alcohol consumption at all,” she stated.
De Graaf also emphasized HEINEKEN’s ongoing efforts to promote responsible drinking through various initiatives. “At HEINEKEN, we believe that drinking in moderation is the best way to experience the joy of true togetherness. ‘When You Drive, Never Drink’ is our long-standing flagship campaign which promotes an anti-drink driving message. Annually, we invest more than 10% of Heineken media spend in promoting responsible consumption. In Cambodia, we also led an industry coalition to launch a Self-regulatory Code on Responsible Marketing and Communication,” she added.
Production and Availability
The production of Heineken 0.0 is a testament to the expertise of HEINEKEN’s Master Brewers, who have crafted a non-alcoholic lager with a distinct, balanced taste. The beer is double brewed using natural ingredients, including water, barley malt, hops extract, and Heineken A-Yeast. The alcohol is gently removed through a process of vacuum distillation, and natural flavors are blended in to achieve a refreshing, fruity profile with a soft malty body.
Since its global launch in 2017, Heineken 0.0 has been introduced in 115 markets, with Cambodia now joining this expanding list. The product’s availability in Cambodia, starting July 22nd, will include major retail outlets such as Makro, Aeon, and 7-Eleven. This ensures that consumers have easy access to this innovative non-alcoholic option.
The introduction of Heineken 0.0 in Cambodia underscores HEINEKEN’s dedication to providing high-quality beverage choices while aligning with contemporary consumer trends. The increasing demand for non-alcoholic beverages is driven by a growing awareness of health and wellness, and HEINEKEN is at the forefront of meeting this demand.
Rising Beer Consumption and Economic Impact
This introduction comes amid growing concerns about Cambodia’s rising alcohol consumption. A recent study conducted by Japanese company Kirin revealed that Cambodians spend a staggering $2.3 billion annually on beer. With an average beer consumption of 72 liters per person per year, the economic and social implications of this drinking culture have prompted calls for stricter measures.
The economic landscape of Cambodia has witnessed a surge in beer consumption, with a significant increase of 27.1 percent in the number of Cambodians consuming beer from 2020 to 2021. The positive aspects of beer production include job creation and revenue streams, but there is a need to address the negative economic impacts, including healthcare costs and accidents associated with excessive alcohol consumption.
The culture of drinking beer, coupled with a lack of awareness regarding the health risks associated with excessive alcohol consumption, has raised some concerns. There are calls for action by considering measures such as increased taxes on alcohol products, penalties for excessive consumption, and age restrictions.
Balancing Economic Growth and Public Health
While the economic benefits of the beer industry are evident, there is a notable absence of specific research evaluating the overall impact of alcohol consumption on the nation’s economy. It is necessary to conduct research to quantify the costs of drinking beer, including the economic burden of traffic accidents and other associated health issues.
As Cambodia grapples with the complexities of its beer culture, a reduction in beer consumption could lead to benefits for the national economy, public health, and public security. However, finding a balance is crucial to avoid disrupting the production supply chain and associated businesses, which play a significant role in the country’s economic growth.
The intersection of Cambodia’s beer culture with economic growth and public health is a delicate dance that requires thoughtful consideration. As the nation continues to grapple with the consequences of its alcohol consumption, a holistic approach involving research, awareness campaigns, and potential policy changes may be the key to achieving a harmonious balance between economic prosperity and the well-being of its citizens.
