30
Responsible beer consumption
Adequate progress in the field of informing and
training employees on responsible drinking was
made in various operating companies. Operating
companies that had already implemented or
refreshed in 2006 did not necessarily have to take
action, as our Alcohol Policy requires operating
companies to refresh the Cool@Work programme
every two years.
The existence of national CSR managers and a
regional CSR manager in Africa and the Middle East
led to structural and positive results in the related
geographical areas. From the eleven operating
companies that were lagging behind in 2006, five
still had problems with the implementation of the
Cool@Work programme. The main reasons for
not complying with the Alcohol Work internal
regulations were related to management changes
and the related hand-over procedures. Also, new
acquisitions, new employees and new greenfield
operations mean that the job of informing
employees will be a continuous process.
What we will do in 2008
Issue the printed version of our new manual
on the Rules for Responsible Commercial
Communication
Make our e-learning tool available for all
relevant sales and marketing employees
throughout the year. To keep it appealing,
we will constantly update the tool with
relevant examples of good and bad practices
from all markets
Translate and adapt our 'Enjoy Heineken
Responsibly' website for more than 20 markets
Re-design the Enjoy Heineken Responsibly logo
and integrate it into packaging and commercial
communication
Further expand the Enjoy Heineken Responsibly
platform, supported by an international multi
media campaign
Build 'responsibility' into the architecture of the
Heineken brand making it an integral part of the
brand 'DNA'
Develop and/or enhance responsibility
messaging on 10 key brands globally
Increase the number of responsible
consumption activities conducted in partnership
with third parties
Continue to invest in responsibility programmes
run through industry associations
Continue to assure compliance with our
Cool@Work programme, especially for newly
acquired companies and greenfield operations
Group office will continue to promote the
implementation of best practices through
our intranet site 'Alcohol, Company
Society', a support tool for local Cool@Work
managers worldwide.
Heineken N.V. Sustainability Report 2007
