5. Responsible Consumption
Our Ambition:
That the combined actions of us and all stakeholders result in
a decline in levels of abuse. That the beer industry is fully
accepted as a legitimate and value-adding player in the
development of strategies to address abuse wherever it is
evident. That Heineken is recognised as a leading and
innovative player in its actions to promote responsible
consumption.
Development of "Enjoy Heineken Responsibly"
to include on trade execution and further extend
the online programme
Horeca Server Programme developed and tested
Retail Programme developed and tested
Develop a specific alcohol and work plan for contractors
Develop and deliver to 100% of commerce/marketing
employees a specific workshop to support our rules
on Responsible Commercial Communication
6. Partnerships for Progress
Our Ambition:
That the beer industry works routinely together with all those
who have a responsibility to address alcohol abuse. That
means working with governments, retail, police, judiciary,
consumers, NGOs, Horeca amongst others to ensure that
consumers make positive choices in relation to alcohol
consumption. That at a market level and internationally,
all relevant associations have the issue of abuse and/or
responsible consumption as part of their programming.
There is a recognition that the responsible consumption of
beer has a legitimate place in a balanced healthy lifestyle.
At least 50 Heineken markets have a partnership with a
third party to address alcohol abuse
Criteria for successful partnerships developed
and existing partnerships reviewed
Global Actions on Harmful Drinking have been
implemented as planned in key markets
Industry/Government partnership projects in Ireland,
UK implemented and evaluated
By 2012:
By 2012:
