Responsible beer consumption

Drinking beer can be, and in most cases is, a positive part of a balanced, healthy lifestyle. Millions of people around the world enjoy good quality beers. In many countries beer brewing, and the enjoyment and appreciation of beer, is a centuries-old tradition which forms an important part of the cultural heritage of many nations. However, when consumed at the wrong moment, for the wrong reasons or in too large a quantity, there is the potential for a negative impact on societies in general and on individuals. These impacts can range from health issues to personal injury; from noise and nuisance to violent conduct. It is our view that as a responsible brewer we have to be a part of the debate and a part of the solution to these sort of issues and we are increasing our actions and our resources in order to do that.

Our objectives

Heineken is committed to playing its part in reducing all types of alcohol-related harm. We understand the responsibility we have as a brewer towards society. In particular, we believe that the informed individual is responsible for his or her own choices and drinking behaviour so one of our key aims is to help build the knowledge that helps consumers make those choices.

Our strategy

Our strategy is built around three main pillars:

Self-regulation: responsible commercial communication

The promotion of responsible consumption is an important element in our alcohol policy. Any advertising, marketing or promotion for any of our brands must comply with the Rules for Responsible Commercial Communication. Our advertising must never encourage alcohol misuse. Our brand communication only targets people above the legal drinking age, never features people who are, or appear to be younger than 25 years of age and our advertising only appears in media whose audience is more than 70 per cent of legal drinking age or above.