Case Description: Heineken and Promotion Girls in Cambodia

Abstract

In Cambodia so-called promotion girls (PGs) working in bars and restaurants play a large role in marketing beer. PGs’ work and the circumstances in which they work are far from ideal. The situation is made more complicated by the fact that some PGs have sexual contact with pub customers after hours to earn more money. Among the most frequently cited dangers to which PGs are exposed is the risk of becoming infected with HIV. Although many parties are involved in the circumstances in which PGs work – chiefly the local pub owners, local distributors and the Cambodian government – foreign media focus mainly on the role of international brewers. Heineken is one of the companies operating on the Cambodian market. This brewer developed a programme for PGs that promote its brands. This case study describes Heineken’s position in Cambodia, PGs’ position in Cambodia, the way the PGs’ relation to foreign brewers drew international attention and, finally, Heineken’s policy on the PGs’ working conditions.