Using technology to create a future without drunk driving

Ben Verhart
The author is the CEO of Oriental Brewery.

A toast with colleagues after work, a celebratory drink with friends sharing good news, a glass raised during year-end meetings to remember the challenges overcome – these moments are examples of the unique power of beer in bringing people together. As the holiday season approaches, these shared moments become even more precious, weaving the fabric of our social bonds and creating lasting memories.

Today’s consumers are increasingly paying attention to how they enjoy their beverages, seeking balance in their social experience. Beer with a naturally moderate alcohol content and a wide selection from non-alcoholic alternatives to low-alcohol varieties uniquely positions itself as a companion for smart beverage choices. As a leader in the brewing industry, we embrace this evolution. We understand that our role goes beyond simply producing beverages; we actively shape a culture where responsible pleasure and social connections go hand in hand. This vision drives us to constantly innovate, offering a variety of options that cater to a variety of preferences and occasions, while promoting responsible consumption.

Guided by this philosophy, Oriental Brewery (OB) and its global headquarters, AB InBev, annually establish “Global Beer Responsible Day”, implementing various programs throughout the month to promote a culture of responsible drinking with the participation of employees throughout the company. This October, we continue to organize various events, including an award ceremony for employees who have contributed to the spread of a culture of responsible drinking, the distribution of promotional materials and souvenirs with advice on responsible drinking in establishments and the creation of interesting events aimed at strengthening the commitment of our employees to responsible drinking alcohol consumption. practice

This way of thinking is especially important when dealing with one of the most serious traffic safety issues in our society: drunk driving. Despite various awareness campaigns and educational programs promoting responsible drinking, tragic incidents continue to occur, reminding us that awareness alone is not enough. We need systematic technological solutions that can effectively improve road safety at its source.

In this context, the mandatory installation of Ignition Interlock Devices (IID) on the vehicles of repeat offenders, which came into effect on October 25, marks a significant step forward. This initiative is an important first step in tackling drink driving through systemic solutions rather than individual willpower and is expected to go a long way towards preventing re-offending.

International examples demonstrate the effectiveness of such a systemic approach. The United States, starting with California in 1986, now mandates the installation of ignition interlock devices in 25 states. Similar programs have been implemented or are currently operating in 11 Canadian provinces and territories, as well as in the Netherlands. Foreign studies show that these devices can improve road safety by reducing repeat offenses by an impressive 40-90 percent.

Recognizing the importance of this systemic approach, OB, in cooperation with the Korea Traffic Administration, began piloting alcohol detection devices in June 2022, becoming the first private company to do so. By conducting three rounds of pilot projects until 2023, we have fostered a public consensus on the eradication of drunk driving and the mandatory implementation of preventive measures.

We have also contributed to the development of relevant legislation by providing government agencies with monitoring and research results as research data. Our efforts reflect not only our focus on producing quality beverages, but also our commitment to fostering a culture of responsible consumption and social safety.

As a result of these efforts, our pilot project was awarded the “Find the Way” award this February by the International Road Federation (IRF), the most prestigious international organization in the road industry, in recognition of the improvement of our policy efforts to reduce traffic accidents.

We must now focus on the widespread implementation of systems and devices to prevent drunk driving. Starting with the implementation of this new legislation, we must ensure that these systems are firmly established and spread throughout society. By combining a culture of individual responsibility for drinking with a systemic approach, we can fundamentally improve road safety.

As we approach the season of frequent get-togethers and end-of-year parties, it is vital that we not only reflect on the true value of alcohol, but also recognize the importance of new systems in promoting safer roads. While alcohol reveals its true value when consumed in moderation and responsibly, drunk driving must be eradicated not through individual judgment but through societal systems. By practicing a culture of responsible drinking while participating in the creation and enhancement of safety systems, we can maximize the positive value of alcohol to our society and create a safer environment for all.

I firmly believe that by working together – individuals, companies and governing bodies – we can create a future where the joy of drinking together is never overshadowed by the dangers of irresponsible behaviour. Let’s raise a glass to a future where smart drinking and innovative prevention systems go hand-in-hand, ensuring that the drinks we share with cheers remain a force for bringing people together safely and responsibly.