Are you 18?
Maintain our current level of partnerships
The number of our responsible consumption partners
increased from 30 in 2008 to 33 in 2009. Following an
evaluation of our partnerships we decided to develop
success criteria. These will allow us to obtain better insight
and to allow our partnerships to mature. We will start using
the criteria in 2010 to measure our partnerships.
Further expand responsibility activities
to local brands (through sponsorships and
in commercial communication)
Apart from the top 10 brands mentioned above, a
significant number of our local brands are engaged in
responsibility-related activities such as Soproni, Zagorka,
Zipfer, Gulder and Mutzig. The activities entail the
introduction of responsibility messages on labels and
packaging, the launch of dedicated websites with
information on how to consume responsibly or the
integration of responsibility at events. We also ran a
number of drink-drive activities in patnership with these
brands.
Secure compliance with new
Cool@Work programme initiative
We updated communication to our markets on our
Cool@Work programme and clarified what is expected of
them in terms of 'refresher' activities. In 2009, 80 per cent
of our Operating Companies complied with the
Cool@Work provisions.
Introduce Cool@Work in operations that
were acquired in the course of 2008
Cool@Work was introduced in Finland, Belgium,
Portugal and the UK.
Our goal is to 1
drinking," adds
remind people
but mainly to p
age of 18."
