Responsible beer consumption
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More partnerships and
more targeted
What we said
26
Our objectives 26
Our strategy 26
Activities and performance 2007 28
What we will do in 2008 30
to prevent alcohol abuse
Full compliance with our Cool@Work
programme by all operating companies that
were part of our consolidation in 2004 and
adequate progress in operating companies
that were acquired later than 2004
Further improvement, renewal and
implementation of our electronic learning tool
for responsible commercial communication
Relaunch of the Enjoy Fleineken Responsibly
website with a more engaging visual design
aimed to attract more visitors to the valuable
information on responsible beer consumption
Make our commitment to responsible
consumption more concrete and visible
than before
Continue our outreach to governments on
the (joint) promotion of responsible beer
consumption.
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Drinking beer can be, and in most cases is,
a positive part of a balanced, healthy lifestyle.
Millions of people around the world enjoy good
quality beers. In many countries beer brewing,
and the enjoyment and appreciation of beer, is
a centuries-old tradition which forms an important
part of the cultural heritage of many nations.
Flowever, when consumed at the wrong moment,
for the wrong reasons or in too large a quantity,
there is the potential for a negative impact on
societies in general and on individuals. These
impacts can range from health issues to personal
injury; from noise and nuisance to violent conduct.
It is our view that as a responsible brewer we have
to be a part of the debate and a part of the solution
to these sort of issues and we are increasing our
actions and our resources in order to do that.
Our objectives
Fleineken is committed to playing its part in
reducing all types of alcohol-related harm. We
understand the responsibility we have as a brewer
towards society. In particular, we believe that the
informed individual is responsible for his or her
own choices and drinking behaviour so one of our
key aims is to help build the knowledge that helps
consumers make those choices.
Our strategy
Our strategy is built around three main pillars:
Self-regulation: responsible commercial
communication
The promotion of responsible consumption is
an important element in our alcohol policy. Any
advertising, marketing or promotion for any of our
brands must comply with the Rules for Responsible
Commercial Communication. Our advertising must
action
Heineken N.V. Sustainability Report 2007
