THE FEDERATION
OF BREWING AND
SOFT DRINKS
INDUSTRY SH
LAUNCH A NEW
KIND OF ALCOHOL
EDUCATION WITH
THE 'DRUNK,
YOU'RE A FOOL'
CAMPAIGN
RESPONSIBLE BEER CONSUMPTION
Upweight actions on our key portfolio brands
We introduced responsible consumption messages on
primary packaging for most of our key brands covering
around 50 per cent of our global volume. We also
support the labelling with dedicated local responsibility
websites in markets where internet penetration makes
this a relevant channel.
Increase partnerships at a local level
In line with our vision to play our part in reducing alcohol-
related harm, we increased the number of market-based
partnerships that address alcohol-related issues from
7 to 30. These partnerships address one of three issues:
drinking and driving, underage purchase and consumption
and alcohol education.
Continued investment in coordinated industry action
We are members of trade organisations in markets
across the world. In many of these, we have instigated or
participated in campaigns, programmes and projects that
address relevant beer issues. In addition, we participate
in international groups active on the issue such as Brewers
of Europe, Global Alcohol Producers Group and the
International Centre for Alcohol Policies (ICAP).
Continually educate our own employees
Working in the beer business requires us to be ambassadors
for our industry. With the exception of Martinique, all
operating companies that were acquired prior to 1 January
2008 have implemented our internal 'Cool@Work'
programme. We will modify our Cool@Work manual to make
it clearer to operating companies what is required from
sBBHh
¥*3
FINLAND
24 HEINEKEN N.V. SUSTAINABILITV REPORT 2008
