[Interview] "No Starting the Car After One Beer"…A Sincere Alcohol Company Promoting Proper Drinking Culture

Interview with Koo Ja-beom, Senior Vice President of OB Beer
Repeat Offenders Caught More Than Twice Within 5 Years,
Mandatory Installation of Alcohol Ignition Interlocks
OB Beer Leads Road Traffic Act Amendment Through Pilot Project
Leading Drunk Driving Prevention Activities Through 'Smart Drinking' Campaign

"OB Beer is leading the way more than anyone else in preventing and reducing the misuse of alcohol. In particular, the recent pilot project for the ignition interlock device (IID) is highly significant as it has been directly reflected in national policy."

Gu Ja-beom, Senior Vice President of OB Beer, recently emphasized in an interview with Asia Economy that OB Beer, as a leading domestic liquor company, is sincerely committed to fostering a proper drinking culture by conducting various campaigns that share the latest technologies, trends, and best practices to prevent alcohol misuse.

Koo Ja-beom, Vice President of OB Beer, is being interviewed by Asia Economy at the OB Beer headquarters in Samseong-dong, Seoul. Photo by Jo Yong-jun

OB Beer recently took the lead in the amendment of the Road Traffic Act, which mandates the installation of ignition interlock devices for habitual drunk drivers. According to the amended Road Traffic Act, which came into effect on the 25th of last month, individuals whose licenses have been revoked twice or more within five years due to drunk driving will be issued conditional licenses that require the installation of an ignition interlock device to operate a vehicle. The Ignition Interlock Device (IID) measures the driver's blood alcohol concentration through breath analysis before starting the engine, and if alcohol above the set limit is detected, the engine will not start.

During the legislative process, OB Beer became the first private company to plan and operate a pilot project for the ignition interlock device, laying the foundation for the system's introduction. In 2022, OB Beer conducted the first pilot project for three months by installing the device on 20 freight trucks delivering beer nationwide from its Icheon plant. The second pilot project was carried out for three months on 20 company vehicles. The third pilot project, conducted last year, expanded participation to the general public in the form of a 'national experience group.'

Koo Ja-beom, Vice President of OB Beer, is demonstrating how to use a vehicle equipped with a drunk driving prevention device at the OB Beer headquarters in Samseong-dong, Seoul. Photo by Jo Yong-jun

Vice President Gu explained, "The pilot project results showed that the device effectively prevented drunk and hangover driving. The engine would not start if alcohol was detected, fundamentally blocking attempts to drive under the influence. Survey responses from participants also confirmed that the device helped prevent drunk driving and foster proper drinking habits."

He added, "The third project was especially meaningful as it included participants with prior drunk driving records. Over 90% reported that it helped prevent drunk driving and improve drinking habits. The device also detected alcohol from hangovers, preventing hangover driving that participants themselves were unaware of the day after drinking."

He acknowledged that some skepticism existed regarding a liquor company's drunk driving prevention campaign but emphasized that, as a leading liquor company, ensuring road safety was their foremost priority in conducting these campaigns. He also noted that the proven effectiveness of IIDs in countries like the United States provided strong support for the pilot project. According to the Korea Road Traffic Authority's study on the introduction of ignition interlock devices, after implementation, recidivism rates decreased by 64% in Maryland, 81% in Illinois, 89% in Alberta, Canada, and 95% in Sweden.

Vice President Gu explained that the corporate philosophy of AB InBev, OB Beer's global parent company, which is genuinely committed to preventing and reducing alcohol misuse, is the driving force behind OB Beer's active involvement in drunk driving prevention campaigns. In 2014, AB InBev declared it would invest $1 billion (approximately 1.4 trillion KRW) by 2025 in global 'Smart Drinking' initiatives and has been making annual investments accordingly. Smart Drinking campaigns propose practical actions to reduce reckless drinking such as drunk driving, underage drinking, and binge drinking. He stated, "All AB InBev companies worldwide, including OB Beer, are required to allocate 3% of their annual alcohol brand advertising budgets to Smart Drinking activities, and this is strictly enforced."

Koo Ja-beom, Vice President of OB Beer, poses before an interview with Asia Economy at the OB Beer headquarters in Samseong-dong, Seoul. Photo by Jo Yong-jun

OB Beer plans to continue standing at the forefront of fostering a healthy drinking culture based on Smart Drinking activities. He said, "We feel proud to have provided a small solution to a national issue through the ignition interlock device pilot project. Moving forward, we will continue efforts to reduce alcohol misuse and promote a culture of responsible drinking through activities such as the 'Gwahasinbun' campaign to prevent underage drinking, as well as expanding our portfolio of non-alcoholic products like 'Cass 0.0' to offer consumers a variety of choices suited to their drinking capacity and circumstances."

He concluded, "The future where employees, business partners, consumers, and local communities all cheer loudly is the sustainable future OB Beer dreams of. We believe that preventing and reducing alcohol misuse is essential to creating the future we envision, and we will continue to do our utmost to foster and expand a culture of responsible drinking."