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Grupa Zywiec in Poland
launched a unique alcohol
prevention programme. It
encourages parents, teachers,
police, NGOs and retailers to
work together.
Heineken N.V. 19
Summary Sustainability Report 2012
At least 50 HEINEKEN
markets have a partnership
with a third party
In 2011, we adjusted the
number of markets to 42.
Of these, 33 have a
relevant partnership
Criteria for
successful partnerships
developed and existing
partnerships reviewed
Achieved. Partnership
criteria are now used
annually to measure
the quality and impact
of partnerships
Global Actions
on Harmful Drinking
projects implemented
in key markets
Achieved. The global
alcohol industry has
completed a three-year
project to reduce
alcohol-related harm
Read more about our industry
and third-party partnerships
in the online report.
We have made considerable progress
in recent years in insisting that the
partnerships we enter into deliver
results. We have defined clear selection
criteria based on relevance, third-party
recognition, sound evaluation and
measurable impact. Going forward,
we will continue to focus on increasing
the value and impact of existing
partnerships and - where relevant -
entering into new ones.
National partnerships
We mandate that every HEINEKEN
Operating Company that has a
meaningful market presence has to
establish a partnership with a third
party to address a locally important
aspect of alcohol-related harm. In
2012, 33 Operating Companies had
such a partnership.
In Poland, for instance, our Grupa Zywiec
operation conducted a survey to better
understand the factors determining
alcohol consumption by young people.
Based on the results of the survey,
the alcohol prevention programme,
'Coalition for the Sobriety of Youth',
was launched. Encouraging collaboration
and open dialogue between relevant
groups, including parents, emergency
services and retailers, it is the first
programme of its kind launched
in Poland by a beer company.
Industry partnerships
In 2012, we continued to work with
other industry leaders to develop and
implement programmes to reduce
alcohol-related harm. These industry
collaborations include:
International Center for
Alcohol Policies
Global Alcohol Producers Group
World Federation of Advertisers
Global Brewers Initiative
Brewers of Europe.
We also entered into a new pan-
European partnership with EUHOFA,
a leading international hospitality and
tourism association. While many of our
markets have established collaborations
with on-trade schools, this unique
programme integrates HEINEKEN's
sustainability agenda, which includes
responsible drinking, into the curriculum.
Global commitments on alcohol
Through our partnerships we were
involved in several industry firsts in
2012. In collaboration with the World
Federation of Advertisers, HEINEKEN
and other leading producers from
beer, wine and spirits sectors introduced
a comprehensive alcohol marketing
initiative. Under the Responsible
Marketing Pact, alcohol producers
agreed to implement common
standards for responsible advertising
and marketing aimed at adults of
legal purchasing age.
At a conference organised by the
International Center for Alcohol
Policies in Washington D.C., HEINEKEN
joined 11 other global alcohol
businesses to launch a wide-ranging
set of commitments aimed at reducing
the harmful use of alcohol. These
commitments cover five key areas,
including underage drinking, drinking
and driving, and responsible product
innovations. They will be implemented
throughout the HEINEKEN business
over the next five years.
For this and other case studies
relating to Partnerships for
Progress, see our online report.
