Targeted full compliance with our Cool@Work
programme by all operating companies
I 28
I Responsible beer consumption
Activities and performance 2007
In 2007, a completely updated list of employees
in sales and marketing around the world received
the e-learning tool to improve the understanding
of, and compliance with, the Rules for Responsible
Commercial Communication. The tool itself was
once more upgraded technically and the content
and functionality made more relevant for our
markets in Africa and Central Eastern Europe.
34 per cent more target employees completed
the online learning tool in 2007 than in 2006.
We increased our activities around responsible
consumption, amongst other things, during
high-profile summer festivals in Poland, Italy and
Romania and have branded more commercial
communication with the Enjoy Heineken
Responsibly message (particularly in Ireland,
the Netherlands and the USA). In addition, we
relaunched the Enjoy Heineken Responsibly
website for the Netherlands and the USA and
a number of Central European countries. The new
site is more engaging and the number of visitors
has increased substantially. Alongside the global
site, there are also country sites. Some countries
sites have already been adapted to their national
language, local visuals and relevant links, giving
more information or informing visitors about
our partnerships.
On 7 June 2007, Heineken became a signatory to
the Charter establishing the EU Forum on Alcohol
and Health. The Forum is the main instrument
of the European Union to agree and implement
