Partnerships for Progress

Our ambition is to be the leader in brewing and based on this we defined our long term ambition to be the greenest international brewer in the world. We will reach our goal partly through our strategic initiative 'Partnerships for Progress', which focuses on the role of beer in society.

Recognising the problem of alcohol abuse and taking action to promote responsible consumption, is one of our main responsibilities. In trying to reduce alcohol related harm, the support of other parties is crucial and needed.

HEINEKEN strives to work routinely together with all those who have a responsibility to address alcohol abuse. That means working with the industry and governments, but also with Non-Governmental Organisations (NGOs) and other third parties to ensure that consumers make positive choices in relation to alcohol consumption. 

A valuable example is the European Alcohol and Health Forum, which was set up in 2007 to help to reduce alcohol related harm in the EU through concrete commitments. As HEINEKEN and in partnership with the Brewers of Europe, the trade association for the brewing industry, we put forward concrete commitments in different areas to help to reduce alcohol related harm and to promote responsible beer consumption. We and the Brewers have worked consistently and in consultation with national partners to deliver effective and credible actions. These efforts represent great collaboration to ensure that beer is consumed responsibly in the EU.

You can read more about our partnerships in the quick links overview of the 'Partnerships for Progress' priority section.

Targets Our objectives for 2012 are:

• The partnership with a third party to address alcohol abuse in at least 50 HEINEKEN markets
• The criteria for successful partnerships developed and existing partnerships reviewed
• The Global Actions on Harmful Drinking implemented as planned in key markets
• The Industry/Government partnership projects in Ireland and the UK implemented and evaluated