a
2A
Active partnership
is a critical, powerful
and necessary
approach to addressing
the complex issue of
harmful drinking."
Sean O'Neill
rds
Chief Corporate Relations Officer
We have a clear commitment in
investing time, money and the
expertise of our people in what we
call Partnerships for Progress. Industry
groups, governments, NGOs, third
parties, consumer groups, police
forces, legislators, retailers, hotel,
bar and restaurant owners and
community groups - all have a
valuable role to play in encouraging
responsible consumption. We actively
participate in international and
regional initiatives to prevent and
address alcohol-related harm.
National partnerships
Our goal is to have a partnership
focused on combating alcohol
abuse in every market in which
we have a meaningful presence.
We have defined clear selection
criteria for our partnerships based
on relevance, third-party recognition
and measurable impact.
In 2011,34 Operating Companies
had a relevant partnership. In 2012
we aim to meet our target to have a
partnership in 50 markets and also
focus on increasing the value and
impact of existing partnerships.
UK Responsibility Deal
An example of such a partnership is
the way the food and drinks industry
is working in the UK with the
Government to promote healthier
lifestyles. Known as the 'Responsibility
Deal', the initiative encourages
collective and individual pledges
Jowards reducing alcohol-related
arm. HEINEKEN has pledged to:
Remove 100 million units from
the market by reducing the
alcohol content of a major brand
HEINEKEN Romania and
ALIAT work together to
counsel problem drinkers
jE I Read more about this and other
cases in our online report.
Improve consumer awareness
of units in the on-trade by
introducing 11 million branded
unit-labelled glasses into the
on-trade and ensuring that over
99% of our bottles and cans have
unit labelling
Launch the 'schooner' two-thirds
pint glass for premium brands to
promote smaller drink units for
HEINEKEN, Amstel and Tiger.
This goal was achieved in 2011
Industry partnerships
In 2011we continued to work
together with other leaders in the
industry to develop and implement
programmes to reduce alcohol-
related harm. Some of these industry
partnerships are:
European Alcohol
and Health Forum
International Center
for Alcohol Policies
Global Alcohol Producers Group
Global Brewers Initiative
Brewers of Europe
Latin American
Brewers Association
Read more about our local and industry
partnerships in our online report.
Heineken N.V. Summary Sustainability Report 2011
17
breathalysers were
at festivals and clubs in Italy
of a pint glass introduced in the
UK to promote smaller drink units
for Heineken, Amstel and Tiger
