(7) Advocating
responsible
consumption
As one of the world's leading brewers
we actively promote the enjoyment
of beer in moderation. We also realise
that alcohol abuse is a complex
societal issue without simple solutions.
Our focus areas
Why this is important
"We believe that we can be more effective
in making positive behaviour aspirational
by utilising our creativity."
ENJOY HEINEKEN
RESPONSIBLY
WEBSITE IN 88
COUNTRIES AND
29 LANGUAGES
14 Heineken N.V.
Summary Sustainability Report 2013
Despite the vast majority of people enjoying our products
responsibly there are still too many people who don't.
There are clear health and behavioural risks associated
with consuming too much alcohol, either over time or
on single occasions.
HEINEKEN has a long history of encouraging responsible
consumption and we take our role seriously to help reduce
the incidence and impact of harmful drinking. For us the
goal is to make moderate, responsible consumption
aspirational. We know that when brands communicate
directly, the message resonates strongly with consumers.
Along with HEINEKEN, governments, NGOs, 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.
Alexis Nasard,
Chief Marketing Officer President Western Europe
