Harnessing technology to create a future without drunk driving

Let us raise a glass to a future where smart drinking and innovative prevention systems go hand in hand.

Ben VerhaertThe author is CEO of Oriental Brewery. A toast with colleagues after work, a celebratory drink with friends sharing good news, a glass raised during year-end gatherings to reminisce about the challenges overcome — these moments exemplify beer’s unique power in bringing people together. As we approach the festive season, these shared moments become even more precious, weaving the fabric of our social connections and creating lasting memories.

Today’s consumers are increasingly mindful of how they enjoy their beverages, seeking balance in their social experiences. Beer, with its naturally moderate alcohol content and an expanding range of choices — from non-alcoholic alternatives to low-alcohol varieties — uniquely positions itself as a companion for smart drinking choices. As a leader in the brewing industry, we embrace this evolution. We understand that our role extends beyond simply producing beverages; we are actively shaping a culture where responsible enjoyment and social connection go hand in hand. This vision drives us to continuously innovate, offering diverse options that cater to various preferences and occasions while promoting responsible consumption.

Guided by this philosophy, Oriental Brewery (OB) and its global HQ AB InBev annually establishes “Global Beer Responsible Day,” implementing various programs promoting a responsible drinking culture for a month, with company-wide employee participation. This October, we continue to organize diverse events, including an awards ceremony for employees who have contributed to spreading smart drinking culture, distributing promotional materials and souvenirs with responsible drinking tips to venues and creating engaging events designed to strengthen our employees’ dedication to responsible drinking practices.

This mindset is particularly crucial when addressing one of the most serious road safety concerns in our society: drunk driving. Despite various awareness campaigns and educational programs promoting responsible drinking, tragic accidents continue to occur, reminding us that awareness alone is not enough. We need systematic, technological solutions that can effectively enhance road safety at its source.

In this context, the mandatory installation of Ignition Interlock Devices (IID) for vehicles of repeat offenders, effective from Oct. 25, marks a significant advancement. This initiative represents a crucial first step in addressing drunk driving through systemic solutions rather than individual willpower and is expected to contribute substantially to preventing repeat offenses.

International examples demonstrate the effectiveness of this systemic approach. The United States, starting with California in 1986, has now mandated the installation of ignition interlock devices in 25 states. Similar programs have been implemented or are currently in place in 11 provinces and territories in Canada, as well as in the Netherlands. Overseas studies show that these devices can improve road safety by reducing repeat offense rates by an impressive 40 percent to 90 percent.

Recognizing the importance of this systemic approach, OB, in collaboration with the Korea Road Traffic Authority, pioneered a pilot operation of 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 social consensus on the eradication of drunk driving and the mandatory implementation of prevention devices.

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

As a result of these efforts, our pilot project was honored with the ‘Find a Way’ award in February of this year by the International Road Federation (IRF), the most prestigious international organization in the road sector, in recognition of our policy improvement efforts to reduce traffic accidents.

Now, we must focus on the widespread adoption of systems and devices for preventing drunk driving. Starting with the implementation of this new legislation, we need to ensure that these systems become firmly established and expanded throughout society. By combining a culture of individual responsibility in drinking with a systemic approach, we can fundamentally improve road safety.

As we approach the season of frequent year-end gatherings and parties, it is crucial 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 worth when enjoyed with moderation and responsibly, drunk driving must be eradicated not through individual judgment, but through societal systems. By practicing responsible drinking culture and simultaneously participating in the establishment and expansion of safety enhancement systems, we can maximize the positive value that alcohol brings to our society and create a safer environment for all.

It is my firm belief that by working together — individuals, businesses and governing bodies — we can create a future where the joy of sharing a drink is never overshadowed by the dangers of irresponsible behavior. Let us 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 continue to be a force for bringing people together safely and responsibly.