HEINEKEN Cambodia Partners with TADA Cambodia to Promote Responsible Consumption

Cambodia Investment Review

HEINEKEN Cambodia and TADA Cambodia announced a partnership to promote responsible consumption and safe behaviours, giving consumers easier access to plan a safe ride home, reinforcing the message: “If You Drink Don’t Drive”

The partnership will see HEINEKEN and TADA combine forces in 2025 to give out 180 million riels worth of ride discounts to encourage consumers to opt for safe and reliable transportation options.
The launch, held at HEINEKEN Cambodia’s brewery in Phnom Penh, ahead of the Khmer New Year holidays, aims to help consumers get to and back from celebrations and social gatherings safely and responsibly.

Commitment To The Well-Being Of Our People and Communities

Speaking at the launch event, HEINEKEN Cambodia’s Corporate Affairs Director Anne de Graaf said: “At HEINEKEN Cambodia, we believe that responsible consumption is not just a message—it’s a commitment to the well-being of our people and communities. By partnering with TADA Cambodia, known for its commitment to safety and innovation such as its focus on hybrid and reliable transportation—we’re ensuring sustainable and responsible choices are easier. Their dedication aligns with our “If You Drink Don’t Drive” message, fostering a culture where responsibility and enjoyment go hand in hand, so celebrations always end safely.

Through the collaboration, HEINEKEN and TADA will bring the message of “If You Drink Don’t Drive” to consumers through 50 on-ground activations at prominent locations and via engaging educational campaigns on social media. The partnership will also leverage TADA’s extensive customer base and its significant network of drivers in Cambodia.

TADA Cambodia Head of Business TY Limkosal said: “Partnering with HEINEKEN Cambodia on this meaningful initiative aligns perfectly with our commitment to our passenger’s safety. At TADA Cambodia, we care deeply about the well-being of our users, and we want to ensure that everyone has a safe and reliable way to get home. By working together, we’re making responsible choices more accessible and helping create a safer Cambodia for all.”

Responsible Consumption Campaign Reached 10.4 Million

In 2024, HEINEKEN Cambodia’s Responsible Consumption campaign reached 10.4 million people on social media. The company’s Brew a Better World strategy has three focus areas: Environmental, Social and Responsible. To advocate responsible consumption, the HEINEKEN company invests 10% of the Heineken® brand’s media spend on responsible consumption campaigns, with an aim to reach 1 billion consumers globally.

Through this partnership, HEINEKEN Cambodia and TADA Cambodia are making it easier than ever for consumers to enjoy responsibly—because great celebrations should always end with a safe journey home.