Brewing a Better Future


Approach, focus and commitments

Brewing a Better Future is HEINEKEN’s long-term approach to creating shared, sustainable value: for our Company, for society and for the planet. It forms the basis of the sustainability priority within the Company’s global strategy.

Launched in 2010, Brewing a Better Future focuses on four key areas where we can make the biggest difference: Protecting water resources, Reducing CO2 emissions, Sourcing sustainably and Advocating responsible consumption. Each of these areas is highly relevant to our day-to-day business operations, and to our stakeholders.

Brewing a better future campaign poster

Each focus area is underpinned by clear commitments that state our ambitions for 2020 with three-year milestones to be achieved by 2015.

Our 2020 commitments

Protecting water resources

  • Reduce specific water consumption in the breweries by 25%1 to 3.7 hl/hl
  • Aim for significant water compensation/balancing by our production units in water-scarce and distressed areas.

Reducing CO2 emissions

  • In production by 40%2
  • Of our fridges by 50%3
  • Of distribution by 20%4 in Europe and the Americas.5

Sourcing sustainably

  • Aim for at least 50% of our main raw materials from sustainable sources6
  • Deliver 60% of agricultural raw materials in Africa via local sourcing within the continent Ongoing compliance with our Supplier Code procedure.

Advocating responsible consumption

  • Make responsible consumption aspirational through Heineken®
  • Every market in scope7 has and reports publicly on a measurable partnership aimed at addressing alcohol abuse
  • Deliver global industry commitments.
  • 1 Baseline 2008
  • 2 Baseline 2008
  • 3 Baseline 2010
  • 4 Baseline 2011
  • 5 Scope is WE, CEE and Americas, 23 of our largest operations: Belgium, Finland, France, Ireland, Italy, Netherlands, Portugal, Spain, Switzerland, UK, Austria, Belarus, Croatia, Czech Republic, Greece, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Brazil, Mexico, USA
  • 6 Based upon volume, in scope are barley, hops, cider apples, fruit concentrates, sugar, rice, sorghum, wheat, maize
  • 7 Out of scope are Islamic markets and small export markets where we don’t have staff or a presence

Case Studies

All case studies