Responsible beer consumption continued
drinking and driving, binge drinking and underage
drinking, can be tackled. We believe that non-
targeted regulations by governments are less
effective; they do not resolve the real issues
and also affect consumers who do consume
responsibly. Our policy aims at supporting
governments in the implementation of those
targeted interventions.
The Heineken alcohol policy (available on our
corporate website) comprises three elements:
The Alcohol Work programme, known
internally as Cool@Work, which focuses
on the awareness and responsibility of
Heineken employees
Commercial communication: a programme
designed to secure responsible brand
communication by sharing the dos and don'ts
across the Heineken organisation worldwide
Enjoy Heineken Responsibly: the active
promotion of and information on
responsible consumption. Our website
www.enjoyheinekenresponsibly.com
provides the basis for a number of activities
designed to inform and educate consumers
about the effects of alcohol on health and
social environment.
Alcohol and work
Cool@Work aims to ensure that all employees
are aware of the possible effects of alcohol
consumption and at ensuring that they drink
responsibly.
The 'traffic light' model introduced by the
International Labour Organisation (ILO) forms the
background of Cool@Work. 'Green' refers to those
employees who drink safely, but nevertheless
need to know more about the health effects of
alcohol and the Heineken Alcohol Policy. 'Yellow'
refers to employees who are at risk of developing
alcohol problems because of their drinking
behaviour or those employees who might
experience incidental problems because of
the combination of their drinking patterns and
their work. Many tools have been developed
for training and education for this category of
employees. 'Red' means that employees have
a real drinking problem.
In 2006, specific attention was paid to our
approach to employees in the latter category.
Although this group is a very marginal one within
the company, we believe it is important to help
problem drinkers. Management training for
dealing with problem drinkers has been developed
and implemented, where relevant. A procedure
for implementing an Employee Alcohol
Counselling Programme was established and
introduced by several operating companies.
In our 2005 Sustainability Report, we reported
that all operating companies were on track to
either implement or refresh their Cool@Work
programmes in 2005 or 2006. This objective is
extended to 2007. There are a number of reasons
for not completely meeting the 2006 objectives
in time. Firstly, during the course of 2006 we
changed our definitions. Due to these changes
a number of operating companies who were
originally marked as 'being on track' were
informed to take additional measures. Secondly,
our support and renewed communication by
mid-2006 had prompted some operating
companies to refine their existing programmes,
extending activities into 2007. Finally, our internal
Cool@Work audits at the end of 2006 provided
insight into the fact that certain operating
companies needed to take additional actions
in order to meet the objectives. This led to
new plans exceeding the deadline of December
2006. Currently, 62 percent of all the operating
companies are fully compliant, 13 percent have
requested more time to implement their existing
programmes and 25 percent remain in need of
more support from the Heineken Group.
QO Heineken N.V.
£-0 Sustainability Report 2006
