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Responsible consumption | Our ambition is to be the leader in brewing an 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 'Responsible Consumption', which focuses on the role of beer in society.
Promoting the responsible consumption of beer has been a priority of the company for decades. In the 1960s, HEINEKEN introduced self-regulatory codes that banned advertisements, which might have appealed to those under the legal drinking age. Today, our standards for commercial communication have evolved from these first few steps towards a far-reaching set of rules.
Enjoy HEINEKEN Responsibly
The HEINEKEN brand serves as an important platform for the promotion of responsible consumption as it is the world's most widely distributed and most valuable premium beer brand. With our leadership comes a duty toward society. That is why we launched the website enjoyHEINEKENresponsibly.com in 2004. We have translated the website in 26 languages and localised its content for 43 different markets. The brand has developed its own responsible consumption logo, which has been integrated into our commercial packaging.
The accompanying 'Enjoy HEINEKEN Responsibly' message now features in our HEINEKEN commercial communications, including our sponsorship of the UEFA Champions League. In 2008, we launched the world's first global, digital HEINEKEN responsible drinking campaign, called 'Know the Signs'. The concept of responsibility and responsible consumption is now a dedicated element of the architecture of our HEINEKEN brand worldwide.
Apart from our flagship brand HEINEKEN, many brands in our portfolio, including our top-10 brands by sales volume, have since followed the example to promote responsible drinking.
Rules on 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 our 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.
For the full document, please see the downloads in the 'Responsible Consumption' section
Cool@Work
We consider our employees the embassadors of our company. To this end, our company-wide programme, Cool@Work, provides employees with information and training on responsible consumption. Specific elements are a dedicated sales force training as well as a support system in place for individuals who may have a problem dealing with alcohol. Every year, through our Cool@Work programme, we strongly remind all our staff of the unique responsibilities they have in this area as a HEINEKEN employee.
All these programmes aim for the same outcome. That our actions as a brewer combined with the actions of other stakeholders result in a decline of alcohol abuse. In addition, that the beer industry is fully accepted as a legitimate and value-adding player in the development of strategies to address abuse wherever it is evident.
Targets
Our objectives for 2012 are:
- The development of “Enjoy HEINEKEN Responsibly” included in trade execution and the online programme further extended
- A Horeca Server Programme developed and tested
- A Retail Programme developed and tested
- The development of a specific alcohol and work plan for contractors
- The development and delivery of a workshop to support 100 per cent of commerce/marketing employees on our rules on Responsible Commercial Communication
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