How can we promote alcohol ethically? – ÖRT podcast

However, the Dreher Breweries can serve as an example for everyone to follow on how to successfully, ethically and consciously advertise and operate in this very swampy area. The company with a long history, in addition to the fact that it has been in close cooperation with ÖRT for many years, also has its own internal code of ethics and deeply believes in “drinking well, not a lot”. Dreher’s communication is defined by quality, credibility, social responsibility, and innovation, and they also place great emphasis on preserving the market’s reputation by educating smaller breweries.

The success achieved over the years is also due to this attitude. In the fourth broadcast of Reklám: pure, the permanent host of the show, Ágoston Tonka Heim, (service designer and advertiser, one of the founders of the social project Local Heroes) talks about the operation of Dreher, as well as its communication and advertising activities, with Ibolya Szabó, Dreher Sörgyárak
with the manager responsible for corporate relations, and Zsolt Gerendi, secretary general of the Self-Regulatory Advertising Board. Through the example of Dreher, the broadcast reveals how to communicate effectively, yet fairly, to consumers in the alcohol market and how the ÖRT helped Dreher in ensuring that their advertisements meet consumer needs and ethical expectations beyond the relevant legislation.