A Rapidly Growing Market With Inadequate Safeguards
Cambodia’s beer market is expanding quickly, creating major public health concerns. In fact, projections show growth from $1.1 billion in 2024 to more than $2.4 billion by 2033. This amounts to a total increase of 118.2% of beer consumption, which equates to a compound annual growth rate of approximately 9.1% over the nine-year period.
At the same time, alcohol policy action remains limited and enforcement of existing standards inadequate. Nearly half of the population in Cambodia is under 24 years old, making young people a central target for alcohol industry growth.
A Danish investigation by Danwatch reveals how Carlsberg is intensifying efforts to reach this young population. The findings show how commercial interests are shaping marketing strategies in ways that risk undermining health and development.
Youth-Centered Marketing Strategies
Carlsberg has launched a new product, Angkor Sky, in 2024. The product is positioned toward people who have just begun alcohol use. For example, internal promotional messaging described it as suitable for those who are “afraid of getting drunk” and prefer a “lower” alcohol content of 4%.
The marketing approach uses influencers, social media campaigns, and youth culture elements. For instance, campaigns feature TikTok dances, football scenes, and “chill” lifestyle messaging. Influencers appear in their early twenties, wearing trendy clothing and engaging in social settings that appeal to younger audiences.
Maik Dünnbier spoke with the reporter for the Danwatch article. Mr Dünnbier is responsible for strategy and advocacy at Movendi International. In the article, he provides a clear assessment of Big Alcohol’s marketing strategy. He identifies that all elements of the campaigns are designed to appeal to young audiences. Carlsberg operates in violation of the company’s own code, he says.
The involvement of influencers, the TikTok dance and the football match – all parts of Cambodian youth culture – appeal to young people, including minors.
It is also obvious that the part of Carlsberg’s code of conduct where they claim that they ‘only feature people in our communications who are and reasonably appear to be at least 25 years old’ is completely untrue.”
Maik Dünnbier, Director for Strategy and Advocacy, Movendi International
He explains that these features are not accidental. In fact, marketing research shows that young people identify with individuals slightly older than themselves. This means influencers in their early twenties can effectively attract teenagers.
This reveals a deeper structural issue. Alcohol companies depend on recruiting new generations of consumers while also encouraging high levels of alcohol use. This creates a direct conflict between commercial interests and commitments to public health, including the importance of avoiding to target minors.
Violations of Internal Marketing Standards
Carlsberg’s own global marketing rules state that advertising should not include people under 25 years old and must not appeal to individuals below the minimum legal age for alcohol consumption.
However, the investigation found clear violations. For instance, several influencers used in campaigns were between 21 and 24 years old. In fact, some individuals appear even younger, raising concerns that marketing may resonate with teenagers.
According to Maik Dünnbier, Carlsberg’s practices in Cambodia do not align with its own marketing code, especially the rule that only people aged 25 and above should appear in alcohol marketing.
Carlsberg acknowledged that some content did not comply with internal guidelines. The company stated that it would remove such material and ensure future compliance. At the same time, it maintained that campaigns target adults over 18.
Ubiquitous Advertising and Youth Exposure
Alcohol marketing is highly visible across Cambodian cities, such as Siem Reap. Billboards, neon signs, and branded events dominate public spaces. For example, advertising appears near schools, in nightlife areas, and across social media platforms.
Research data confirms the scale of exposure. In fact, more than 60% of alcohol billboards are located within 200 metres of schools. Additionally, over 80% of digital promotions lack age verification, allowing unrestricted access for young audiences.
Television advertising also raises concern. For instance, 66% of alcohol ads during peak evening hours include prize promotions, celebrity endorsements, or direct encouragement of alcohol use.
Rising Alcohol Use Among Young People
The expansion of marketing drives the growing alcohol use among young people. In fact, 25.8% of individuals aged 15 to 19 engage in heavy episodic alcohol use, according to Danwatch reporting.
Local observations reinforce this trend. Vendors report that customers are becoming younger. For example, some kiosks report selling alcohol to individuals as young as 16, and in some cases even 14.
This development has serious implications. Evidence shows that young people face higher risks of injuries, accidents, and other harms from alcohol use. Brain development continues until around age 25, increasing vulnerability to harm.
Competitive Pressure and Industry Tactics
Carlsberg operates in a highly competitive market where it holds less than 10% market share, according to Danwatch. The beer giant previously ranked higher but has lost ground in recent years.
Competitors use aggressive tactics to attract consumers. For instance, some brands include lottery-style promotions under bottle caps, offering prizes such as cash, motorcycles, and cars. These strategies encourage higher levels of alcohol use and fuel addiction.
Carlsberg discontinued such promotions in 2022. However, it has shifted toward lifestyle marketing and youth-oriented branding to regain market share.
Inadequate Policy Environment and Delayed Action
Cambodia has discussed alcohol legislation for nearly a decade without final adoption. This delay has allowed aggressive marketing practices by Big Alcohol corporations without any safety and public health standards.
Research highlights that current measures remain insufficient. For example, more than half of alcohol advertisements lack health warnings. Enforcement often results only in removal of content, without penalties.
Community groups, alcohol policy advocates and people affected by alcohol harms all call for comprehensive alcohol policy action. Key measures include limiting alcohol marketing, raising alcohol taxes, and placing common-sense limits on availability, and ensuring evidence-based safeguards to protect young people.
Why This Matters for Health and Development
The evidence shows a clear pattern. Alcohol companies expand into low- and middle-income societies that lack alcohol policy standards and intensify campaigns to attract young people and turn them into alcohol consumers. This strategy increases alcohol use and undermines public health and sustainable development.
In Cambodia, the consequences extend beyond individual harm. Alcohol use affects road safety, well-being, and economic productivity. It also raises serious concerns about child rights, including the right to health and a safe environment.
A new Danish documentary “Cambodian Beer Dreams” puts the Danwatch investigation into the larger context, depcting vividly how the alcohol industry, including Carlsberg actually operates in Cambodia. It tells the advocacy story of Movendi International member Yong Kim Eng, exposing the aggressive expansion of the alcohol industry in Cambodia and the harm this causes to the people. Directed by Laurits Nansen, the film follows the parallel lives of ordinary citizens seduced by promises of economic growth and activist Yong Kim Eng, who is fighting to reintroduce a long-delayed national alcohol law to prevent industry exploitation.
The Danwatch investigation highlights the need for better public health action on alcohol harm. An evidence-based alcohol law, a proper age limit, and other policies that protect people from alcohol marketing, denormalise alcohol, and promote the common good can protect young people and support sustainable development.
Toward Solutions That Promote the Common Good
Effective alcohol policy focuses on creating healthier environments. This includes reducing exposure to harmful marketing and ensuring accountability for corporate practices.
Evidence shows that comprehensive advertising bans reduce alcohol use and delay initiation among young people. Such measures support freedom from harm and contribute to healthier communities.
The case of Carlsberg in Cambodia illustrates a broader global issue. Without robust safeguards, commercial interests will continue to drive alcohol use among young populations. Public health action can change this trajectory and deliver benefits for society as a whole.