At the core of our business philosophy is a commitment to mutual respect and responsibility towards each other, our communities, and our planet. We firmly believe that true conviviality does not reside in excess, particularly in matters of consumption.
At Maxeom Spirits, we embrace our role as passionate hosts
and a global family of exceptional individuals dedicated to
combating alcohol misuse and promoting a more harmonious
way of living and working together. Our mission is to bring
Good Times from a Good Place, both today and for future
generations.
Central to our corporate strategy of premiumisation is the commitment to reduce harmful drinking. We strive to ensure that our brands are enjoyed responsibly and in moderation, encouraging both our employees and consumers to be responsible hosts and respectful guests.
We actively engage in global public discourse on alcohol and health, holding ourselves to high standards of marketing and self-regulation while maintaining transparency across all our policies. Across our markets worldwide, Maxeom Spirits Pvt Ltd .contributes to alcohol harm reduction through targeted local and global initiatives. In 2022, 93% of our markets were involved in responsible drinking efforts.
As a founding member of the International Alliance for Responsible Drinking (IARD) since its inception in 2015, and its predecessor organisations ICAP and GAP-G, we collaborate with the world's largest beer, wine, and spirits companies to promote understanding of responsible drinking. Maxeom Spirits Pvt Ltd . actively contributes to shaping and implementing stringent rules on responsible marketing within this forum.
We take a leadership role within industry trade associations and engage constructively in discussions on public policy, always operating in a transparent and ethical manner. Our commitment extends beyond our company walls; we continually engage with our workforce and collaborate with government bodies, educators, and associations to address societal challenges and promote positive change.
At Maxeom Spirits, our mission revolves around creating
moments of conviviality. We firmly believe that our products,
when enjoyed responsibly, can enhance enjoyment, foster
connections, and bring people together. However, conviviality
hinges on individual and collective responsibility. Excessive
drinking undermines this principle, leading to serious health
and social repercussions. It is our responsibility to educate
consumers about the dangers of irresponsible alcohol
consumption and promote principles of responsible drinking.
As a producer of alcohol beverages, we recognize our role in mitigating irresponsible alcohol use. We actively engage in the global discourse on responsible drinking through our participation in the International Alliance of Responsible Drinking (IARD). Additionally, we support WHO programs, particularly the Global Action Plan for the Prevention and Control of Non-Communicable Diseases, focusing on health and well-being.
We acknowledge that alcohol consumption is not suitable for everyone and may be inappropriate under certain circumstances. Minors, pregnant women, and individuals advised against alcohol consumption by healthcare providers should refrain from drinking. Motorists must strictly adhere to local blood alcohol content (BAC) limits mandated by road safety laws. Ultimately, we advocate that the most responsible approach to enjoying our products is to refrain from consuming them before driving.
We respect the right of adults to choose whether to consume alcoholic beverages and encourage those who choose to drink to do so responsibly, following official guidelines and recommendations on alcohol consumption in their respective regions.
We recognize that alcohol consumption, particularly heavy and regular drinking, may contribute to various health issues, including certain types of cancer. Excessive drinking, such as binge drinking, not only poses health risks but also social challenges, which run counter to the responsible enjoyment of our products.
we uphold a strong commitment to the responsible
regulation of the wine and spirits industry, going beyond
mere compliance to actively engage in the communities
where we operate. Our duty to society includes advocating
for public policies that align with our values and contribute
positively to our business environment.
We have dedicated in-house public affairs professionals who work full-time on engaging with public policy issues. At our headquarters, a team ensures global coordination and liaises with international institutions such as the EU, OECD, WTO, and WHO. Similarly, each of our direct entities worldwide has its own structured public affairs function tailored to local contexts.
In various countries, we may collaborate with external consultants and participate in relevant industry groups that engage with governments on public policy matters. All our lobbying activities are conducted openly, transparently, and ethically, consistent with our commitments to sustainability and responsibility.
We rigorously adhere to the laws and regulations of the countries where we operate, including those governing lobbying practices and the disclosure of lobbying expenditures. Our Code of Business Conduct guides our interactions, emphasizing integrity and prohibiting improper conduct with public officials.
In several jurisdictions, we adhere to local codes of conduct for public affairs professionals. In France, our headquarters country, we have joined a declaration with Transparency International and a group of similarly committed companies, affirming our adherence to the highest standards of ethical behavior and transparency in lobbying practices.
Our longstanding practice of publicly sharing our key public policy positions on our corporate website reflects our ongoing commitment to transparency and accountability, bolstered by our partnership with Transparency International.
At Maxeom Spirits, we are committed to contributing positively
to the communities where we operate, including through our
contributions to local and national economies via taxation. We
advocate for fair, proportionate, non-discriminatory,
predictable, and sustainable taxation policies. These policies
should foster a level playing field and promote fair competition
among economic operators across the entire value chain of
alcoholic beverages.
Taxation of alcohol should be part of a comprehensive fiscal and regulatory framework that is tailored to each local context and aligns with international standards. It should avoid creating market distortions or exacerbating issues related to harmful consumption. Additionally, it should consider the impact on jobs and economic growth in sectors such as farming, production, retail, hospitality, and tourism, which are crucial drivers of many economies globally.
Balancing taxation in this context involves addressing harmful alcohol use without unfairly penalizing moderate drinkers. It should also aim to optimize government revenues without compromising competition or inadvertently encouraging illicit trade. Imbalanced excise duty policies not only fail to maximize revenues but also hinder consumer choice and fail to adequately protect vulnerable populations from alcohol misuse.
Evidence suggests that tax increases alone may not effectively reduce alcohol consumption, especially among heavy drinkers who are less sensitive to pricing changes. Excessive taxation levels can disproportionately impact moderate drinkers and individuals with limited disposable income. Moreover, they may lead to unintended consequences such as the growth of illicit markets, tax evasion, corruption, and ultimately result in a reduction rather than an increase in government revenue. This is particularly problematic in regions where a significant portion of the alcohol market operates outside regulatory frameworks.
We advocate for well-designed regulatory frameworks, including taxation policies, that prioritize consumer interests and effectively address harmful alcohol consumption while safeguarding jobs and economic growth. Such frameworks must be accompanied by targeted interventions specifically aimed at reducing harmful drinking to be truly effective in achieving their objectives.
At Maxeom Spirits, we are deeply committed to responsible
and sustainable environmental practices. All our raw materials
compromising competition or inadvertently encouraging illicit
trade. Imbalanced excise duty policies not only fail to
maximize revenues but also hinder consumer choice and fail
to adequately protect vulnerable populations from alcohol
misuse.
Evidence suggests that tax increases alone may not effectively reduce alcohol consumption, especially among heavy drinkers who are less sensitive to pricing changes. Excessive taxation levels can disproportionately impact moderate drinkers and individuals with limited disposable income. Moreover, they may lead to unintended consequences such as the growth of illicit markets, tax evasion, corruption, and ultimately result in a reduction rather than an increase in government revenue. This is particularly problematic in regions where a significant portion of the alcohol market operates outside regulatory frameworks.
We advocate for well-designed regulatory frameworks, including taxation policies, that prioritize consumer interests and effectively address harmful alcohol consumption while safeguarding jobs and economic growth. Such frameworks must be accompanied by targeted interventions specifically aimed at reducing harmful drinking to be truly effective in achieving their objectives.