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SOCIAL SUSTA INABILITY
Start with the parents
CCU in Chile teaches parents how to advise their children on responsible alcohol use
As part of its ongoing efforts to combat
underage drinking, CCU in Chile
introduced a programme of two-hour
workshops for parents, to help them
give their children good advice on
responsible alcohol use. By the end of
this year, CCU will have organised
workshops at 230 schools, reaching
20,000 families. CCU also provides
five-day training courses for parents,
teachers and psychologists, so that
they can run these workshops them
selves.
MARISOL BRAVO
and actions taken by Heineken to combat irresponsi
ble alcohol use. The key concept in Heineken's policy
statement is responsibility, acknowledging that the
consumer bears ultimate responsibility for his or her
alcohol use and that Heineken is under an obligation
to sell and promote beer in a responsible manner.
Heineken contributes to the dissemination of infor
mation and education regarding the use and misuse
of alcohol and encourages all operating companies
to enter into consultation with local governments and
non-governmental agencies on the development of
activities designed to curb alcohol abuse. Sponsorship
and advertising must only present responsible alcohol
consumption.
perception has not filtered through into policy pro
posals, and the authorities, in Heineken's view, too
often revert to blanket measures, such as higher
excise duties and sales and advertising restrictions,
to combat alcohol abuse.
Heineken takes the view that, by making the dis
tinction between responsible drinking and irresponsi
ble/illegal drinking, we can identify high-risk con
sumption patterns and identify and address the
actual causes of alcohol abuse.
Alcohol Work programme introduced
of companies
Alcohol policy statement
Alcohol and Work
Heineken's alcohol policy statement dating from
1997 was revised and adopted at group level in
December 2003. This policy statement sets out
Heineken's positions on alcohol and alcohol abuse
'Pensaci'
Heineken Italy promotes responsible alcohol use
CARLA SACCHI
GIANLUCA 01 TONDO
Heineken Italy evolved a fresh
approach to combating drink-driving,
in the form of a new commercial which
encourages people to think about the
consequences of irresponsible alcohol
use. Young people in particular were
receptive to this new approach, which
was highly praised by the government
and other organisations. The govern
ment appreciates that it can achieve
more working with the industry than it
can alone.
Through the Alcohol Work programme, Heineken
encourages all employees to use alcohol responsibly
and thus set a good example. Alcohol consumption
during work is prohibited throughout the organisa
tion. Heineken has run an information programme for
several years, telling employees about the effects of
alcohol and how to use it responsibly. To support
implementation, six workshops have been held
around the world to advise operating companies on
setting up local Alcohol Work programmes. A train
ing programme has been devised for representatives
of the on-trade, because people employed in this
sector have to cope with additional pressures at work.
Heineken also offers help for employees with an
alcohol problem. In terms of number of employees,
over half of the operating companies have now intro
duced the programme and some experience has been
gained with it, especially in the United States, Western
Europe and Africa. Roll-out of the programme will
TOWARDS SUSTAINABILITY
