Our priorities
Actions and results
MARKETS HAVE A
RELEVANT PARTNERSHIP
FOCUSED ON REDUCING
ALCOHOL-RELATED HARM
We started a moderation
movement, 'Dance More, Drink
Slow', in partnership with world-
renowned Dutch DJ Armin van
Buuren. His 'Save My Night' track
was developed exclusively for
Heineken®. The moderation
message is simple: stay in control
and you can enjoy your night more.
Heineken N.V. 15
Summary Sustainability Report 2013
Make responsible consumption aspirational through the
Heineken® brand, bringing the message directly to our
consumers around the world
Build measurable partnerships in every market in scope,
working closely together with local governments, NGOs
and specialists to encourage responsible consumption
and address alcohol-related harm
Taking action at industry level, in collaboration with
12 global alcohol businesses, in five key areas: under-age
drinking, marketing codes of practice, consumer
information and product innovation, drink-driving and
retailer support.
Making responsible consumption aspirational
through the Heineken® brand
In 2013, we continued to spread the message that 'Sunrise
belongs to moderate drinkers', our Heineken® responsible
consumption campaign which aims to change habits by
advocating positive behaviour, rather than criticising
bad behaviour. We took a major step forward with the
development of 'Dance More, Drink Slow' in partnership
with world-famous DJ Armin van Buuren. This new
campaign brings the moderation message directly
to the club and the dance floor in 201 A.
Working in partnership with NGOs and third parties
In 2013, we increased the number of markets in which we
have partnerships focusing on combatting alcohol abuse
from 33 to 36. We have clear selection criteria for our
partnerships based on relevance, third-party recognition
and measurable impact.
Our employees as ambassadors
Our global ambassadorship programme, 'We Love Beer',
encourages our employees to be knowledgeable about
our products and about using them in moderation. By
the close of 2013, we had trained approximately 430
beer ambassadors in 13 countries.
Taking action at the industry level
We saw good progress with KPIs, reporting and monitoring
standards agreed by the alcohol industry for the global
commitments (for all details see our online report). In
addition to this, we joined fellow members of the Brewers
of Europe to discuss and formulate a plan to address road
safety, along with the EU Health Commissioner. As a result,
a new project, Sober Mobility Across Road Transport
(SMART), has been developed.
For this and other case studies
relating to responsible
consumption, see our online report.
