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Heineken N.V. 07
Summary Sustainability Report 2012
What we said we will do by 20121
What we've done by 2012
Responsible Consumption
Develop 'Enjoy Heineken Responsibly' (EHR)
campaign to include on-trade execution; apply
EHR in Heineken® communication materials
and primary merchandise
HORECA server and retail programme developed
and tested
Develop and deliver a workshop to 100%
of commerce/marketing employees that
supports our Rules on Responsible Commercial
Communication (RCC)
Partnerships for Progress
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 projects
implemented in key markets
Enablers
From 2010, every Operating Company to have
a three-year sustainability plan
Renewed Supplier Code based on new approach
by mid-2010
In 2010, introduce incentives for all senior
managers on sustainability target
Achieved. On-premise visibility tools have been available in all
HEINEKEN markets since January 2012. EHR logo is included
in all Heineken® communication tools
Partly achieved. A responsible consumption toolkit for events and
brand experiences was completed
Partly achieved. An RCC module was developed and forms part of the
Global Commerce University course. An additional Responsible Digital
Commercial Communication module was created and delivered to
83% of relevant employees
Partly achieved. In 2011we adjusted the number of markets to 42,
on the basis of legality, culture and market situation. Of these, 33 have
a relevant partnership
Achieved. Partnership criteria are now used annually to measure
the quality and impact of Operating Companies partnerships
Achieved. The global alcohol industry has completed a three-year
project to reduce alcohol-related harm
Achieved. As of 2011all Operating Companies have a plan
Achieved. At the end of 2012,528 of our global suppliers and
more than 34,000 local suppliers had signed the Supplier Code
Achieved. Incentive targets were introduced. 80% of all senior
managers had an incentive on sustainability
1 unless stated differently.
This overview summarises only a part of
our commitments and deliverables. For the
complete list, visit our online report.
