Responsible beer consumption
"It always feels great to enter a bar and see people enjoying our products. Drinking beer with friends in a responsible way is one of the most relaxing things you can do. It is something we actively promote."
Moderate consumption of beer is an accepted social activity in most societies. Ample scientific research shows that, for most consumers, drinking beer responsibly can contribute to a positive lifestyle. Thankfully, the vast majority of consumers enjoy their beer responsibly and in moderation. At the same time, we acknowledge that irresponsible drinking may cause harm to individuals and to society. Irresponsible consumption is defined as drinking for the wrong reasons, at the wrong moments or drinking too much and/or too often.
The information included in this section has been compiled on the basis of data and background information available at Group level. Performance data from operating companies is based on two Group-wide Reviews performed by Group Internal Audit and on the results of the annual survey of social performance (Opco Survey) conducted in those operating companies in which Heineken has a share of 50 percent or more or in which Heineken has management control.
As society changes rapidly, so do drinking patterns. Governments and international organisations are trying to address the abuse of alcohol. In October 2006, for example, the European Commission adopted a communication on an EU strategy to support Member States in reducing alcohol-related damage; the EU Council gave full support to the Commission’s strategy. As a next step, an Alcohol and Health forum will be organised in June 2007. In line with our broader commitment to stakeholder dialogue, Heineken has expressed its willingness, together with the Brewers of Europe, to participate in this forum.
We firmly believe that Heineken has a good reputation as a responsible brewer and as an international brand. We support governments and local authorities in their efforts to prevent the misuse of alcohol by implementing targeted interventions. In this way, problems such as drinking and driving, binge drinking and underage drinking, can be tackled. We believe that non-targeted regulations by governments are less effective; they do not resolve the real issues and also affect consumers who do consume responsibly. Our policy aims at supporting governments in the implementation of those targeted interventions.
The Heineken alcohol policy (available on our corporate website) comprises three elements:
- The Alcohol & Work programme, known internally as Cool@Work, which focuses on the awareness and responsibility of Heineken employees
- Commercial communication: a programme designed to secure responsible brand communication by sharing the dos and don’ts across the Heineken organisation worldwide
- Enjoy Heineken Responsibly: the active promotion of and information on responsible consumption. Our website www.enjoyheinekenresponsibly.com provides the basis for a number of activities designed to inform and educate consumers about the effects of alcohol on health and social environment.
