Responsible beer consumption
It always feels great to enter a
bar and see people enjoying our
products. Drinking beer with
friends in a responsible way is
one of the most relaxing things
you can do. It is something we
actively promote.
Peter van Campen
Group Commerce Director
28 Alcohol and work
29 Commercial communication
30 Enjoy Heineken Responsibly
Moderate consumption of beer is an accepted
social activity in most societies. Ample scientific
research shows that, for most consumers, drinking
beer responsibly can contribute to a positive
lifestyle. Thankfully, the vast majority of consumers
enjoy their beer responsibly and in moderation. At
the same time, we acknowledge that irresponsible
drinking may cause harm to individuals and to
society. Irresponsible consumption is defined
as drinking for the wrong reasons, at the wrong
moments or drinking too much and/or too often.
The information included in this section has been
compiled on the basis of data and background
information available at Group level. Performance
data from operating companies is based on two
Group-wide Reviews performed by Group Internal
Audit and on the results of the annual survey of
social performance (Opco Survey) conducted in
those operating companies in which Heineken
has a share of 50 percent or more or in which
Heineken has management control.
As society changes rapidly, so do drinking
patterns. Governments and international
organisations are trying to address the abuse
of alcohol. In October 2006, for example, the
European Commission adopted a communication
on an EU strategy to support Member States in
reducing alcohol-related damage; the EU Council
gave full support to the Commission's strategy. As
a next step, an Alcohol and Health forum will be
organised in June 2007. In line with our broader
commitment to stakeholder dialogue, Heineken
has expressed its willingness, together with the
Brewers of Europe, to participate in this forum.
We firmly believe that Heineken has a good
reputation as a responsible brewer and as an
international brand. We support governments
and local authorities in their efforts to prevent
the misuse of alcohol by implementing targeted
interventions. In this way, problems such as
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