Heineken Sustainability Report 2008

Responsible beer consumption

Beer is part of a balanced, healthy lifestyle and has been for thousands of years. That is why we are rightly proud to have enjoyment as one of our core Heineken company values. However, society is also confronted with the negative aspects of alcohol when it is abused or misused by a minority of consumers. Therefore, as one of the world’s leading brewers, we – along with all other stakeholders – have a responsibility to play our part in reducing alcohol-related harm.

We do this differently in different markets. Our underlying objective though is always to provide consumers with the knowledge to make informed choices with regard to consuming alcohol. In addition, we also take the time to continually educate our own employees via our internal Cool@Work programme. Through our Code on Responsible Commercial Communication, we ensure that our advertising and promotion does not stimulate inappropriate consumption.

In 2008, we strengthened our already strong reputation in this area through a Company-wide programme of actions built around five key pillars:

• Extend the Enjoy Heineken Responsibly campaign
• Upweight actions on our key portfolio brands
• Increase partnerships at a local level
• Continued investment in coordinated industry action
• Continually educate our own employees.