At Heineken we aspire to achieve superior results that are sustainable over time.
The ability of Heineken to sustain those results, depends on our ability to innovate
across products, packaging and drinking occasions.
Beer, a positive product
Our beers are 100 per cent natural, and brewed
with great care. We use fine raw materials,
malting barley and hops, cultivate high-quality
yeast and brew according to proven recipes
We think it is important to inform and educate our
consumers about all aspects of our products and
brands. In our experience consumers have many
misconceptions about beer, especially in terms of
its nutritional value and calorie content. A lot of
people actually think that beer is fattening and
unhealthy. But these perceptions are not in line
with reality. In fact, the caloric value of beer is
comparable with, or less than, other beverages.
Beer is also rich in proteins and contains some
Scientific research shows that if it is consumed
in moderation beer provides the same health
benefits as wine. There is strong evidence that
moderate drinkers above age 40 have, as a group,
substantially reduced risk of heart attack and
drinking beer does not make you fat if it is
consumed in moderate amounts. There are also
other potential benefits related to the natural
ingredients of beer. The malted barley, hops and
water contribute to a healthy, balanced diet and
provide many essential vitamins and minerals.
Health is an important theme for governments,
health organisations and consumers. In order to
enable consumers to make the right choices, we
think it is important to provide a complete and
balanced view about both the alcoholic content
and nutritional aspects of beer.
Through our Enjoy Heineken Responsibly
programme (see page 40) we provide consumers
with information about alcohol. We are currently
looking into ways that we can inform consumers
about the nutritional aspects of beer as well.
Brand and portfolio management
The Heineken brand is the world's most
international beer brand, currently available in
more than 170 countries. It is also the world's
favourite beer brand in the top international
premium segment. The Heineken brand's
international profile and position is developed,
supported and safeguarded by the Heineken Brand
Team - part of our Group Commerce department.
The volume of the Heineken brand accounts for
about 20 per cent of our total Group volume.
The Amstel brand is Europe's third-largest brand,
available in more than 90 countries. With its own
taste characteristics and distinctive positioning
compared to the Heineken brand, it attracts many
loyal customers and consumers. The Amstel brand
is positioned at the top-end of the mainstream
Talking to teens
Parents have a powerful influence on the
attitudes and behaviour of their children.
Talking to Teens: Underage Drinking is the
first in a series of educational booklets
written by medical experts and published
by the Health Alliance on Alcohol to help
parents discuss alcohol abuse and
underage drinking with their children.
It is available on the Enjoy Heineken
Responsibly website but is also distributed
by industry partners who take it into their
local communities and hospitals that
make it available in their waiting rooms.
The idea is to give parents the best
information available and the right
mindset to discuss the use and misuse
of alcohol with their children.
The booklet is divided into two main
sections: facts and conversations. The first
section outlines the basic information and
statistics behind alcohol consumption, its
effects on the body and its medical
implications. The second half takes these
facts and applies them to conversational
guidelines for parents with children of
different age groups; early, middle and
"This booklet has really put the issue
on the map," says Suzanne Cosgrove,
Corporate Responsibility Manager at
Heineken USA. "We've received many
positive compliments from industry
partners and trade partners, employees,
government representatives and most
importantly, parents, who have told us they
find this information is extremely useful."
Suzanne Cosgrove, Corporate Responsibility Manager at Heineken USA.
Heineken N.V. - 2004/2005 Sustainability Report