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Responsible beer consumption continued
an electronic learning tool as a refresher. More
people participated in this exercise than in
previous years, while the tool itself benefited
from a content upgrade and technical
improvements. During the year, our Manual
on the Rules for Responsible Commercial
Communication was also revised, providing
greater clarity regarding the use of new media.
In 2007, we will make further improvements
to the electronic learning tool and renew the
content once again. The list of participating
employees will also be updated to ensure more
people benefit from an exercise that is widely
recognised as informative and fun to do.
Enjoy Heineken Responsibly
One of the fundamental principles of Heineken's
Alcohol Policy states that while individuals are
responsible for their own drinking behaviour,
Heineken has a commitment to help consumers
understand what responsible and irresponsible
consumption means. The 'Enjoy Heineken
Responsibly' initiative was launched to help
create awareness amongst consumers around the
world and help them to make informed choices.
Currently, back labels on Heineken® bottles and
cans marketed in nearly all major markets carry
the message: 'Enjoy Heineken Responsibly'. The
labels also carry 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. In many markets secondary packaging,
including cartons and boxes, also carry the same
information. However, there are some markets
where local legislation prohibits this form of
communication. This initiative has also been
implemented on the Amstel brand websites. Other
brands may adopt similar activities in the future.
In 2006 the 'Pensaci' commercial, which included
the 'Enjoy Heineken Responsibly' message, was
aired on television in the Netherlands. Broadcasting
the commercial will give us the opportunity to
Enjoy Heineken Responsibly
monitor and understand the impact of commercials
with the 'responsibly message'. Research
indicates that the commercial was well received.
In 2007, we will increase our 'Enjoy Heineken
Responsibly' communications.
The www.enjoyheinekenresponsibly.com website
has been live for almost three years. The website
is important, as it is the base for all our 'Enjoy
Heineken Responsibly' communications. We aim to
use the website to communicate new examples of
Heineken responsibility activities around the world,
and following external consultation and evaluation,
the website is being updated to make it more
engaging. It should be relaunched in the second
quarter of 2007, retaining much of its current
content but with a more engaging visual design.
Providing general information is just one step.
Follow-up initiatives based on more targeted
interventions are also needed to promote
responsible consumption or help prevent abuse
and misuse. This involves more than sharing
the 'Enjoy Heineken Responsibly' message.
It is equally important that we continue to
communicate and promote our brands worldwide
in order to grow and build our company's
reputation for responsible action. In 2007 we aim
to make our commitment to responsible drinking
more concrete and visible than ever before.
Our commitment is illustrated by a number of
initiatives developed by Heineken USA:
In partnership with the New York Presbyterian
Hospital, training material has been developed
to help parents discuss the benefits and risks
of alcohol consumption with their children.
Various research studies have indicated that
under-aged consumers are primarily influenced
by their parents and then their peers. We
believe that responsible consumption by
parents themselves, along with parent-to-child
education, is an effective way to encourage
responsible consumption by young consumers
above the legal drinking age.
iHeineken.
Heineken N.V.
Sustainability Report 2006
