w
V*
40. Chapter 3: The products (continued)
CONT. 330 ml e
On the basis of our testing activities, Heineken
producing breweries participate in an internal
Quality Award programme. Market surveys and
regular sampling results form the basis of this
award. This quality award programme encourages
our breweries to make an extra effort to give the
consumer an excellent product.
Alcohol and society
Throughout recorded history, consumption of
alcoholic beverages has been widespread in many
cultures around the world. In the earliest societies
alcohol became integrated into mythology, religion,
ritual culture and economy. Today, drinking
alcoholic beverages is an accepted social activity
in many societies.
An ample body of research-based evidence
suggests that, for most consumers, drinking beer
responsibly contributes to a positive life style. At
the same time Heineken recognises that
irresponsible drinking may cause harm to the
individual and to society. Irresponsible consumption
is defined as drinking for the wrong reasons, at the
wrong moments or drinking too much too often.
One of the fundamental principles of Heineken's
Alcohol Policy is that, whilst individuals are
responsible for their own drinking behaviour,
Heineken has a commitment to help consumers
understand what responsible and irresponsible
consumption means. In November 2004 Heineken
announced the introduction of the 'Enjoy Heineken
Responsibly' initiative. In time, back labels on
Heineken bottles and cans will carry the message:
'Enjoy Heineken Responsibly', along with an
invitation to visit a dedicated website where
consumers can obtain more information on the
effects of alcohol and an explanation of what
responsible consumption means.
To date, more than half of our operating companies
have started to include the message and the link
on the back labels of Heineken bottles and cans
worldwide. The introduction of the 'Enjoy Heineken
Responsibly' message takes place when the back
labels due for replacement. Also secondary
packaging like cartons and boxes will carry the
message. The Amstel brand has already started
implementing this initiative and after evaluation
of the results, other brands are set to follow.
j Heineken
LAGER BEER
ALC.5% VOL.
Heineken N.V. - 2004/2005 Sustainability Report
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