Alcohol and society A company which markets alcoholic beverages has a big
Research and development Research and development are indispensable in maintaining
social responsibility. Heineken is making continuous and
systematic efforts to fulfil this responsibility in practice.
A relaxed and agreeable use of our products must never lead
to irresponsible consumption. Society is accordingly
benefited by good information and responsible advertising
campaigns.
We continue to believe that the combating of abuse can be
done more effectively by self-regulation than, for example,
by government measures to restrict advertising. Heineken is
active in numerous fields to promote self-regulation, amongst
other things through international co-operation with
companies in the same line of business, as in the Amsterdam
Group. With a sound and effective approach we also wish to
ensure that the freedom of responsible commercial
communication is not further encroached upon.
Within the framework of self-regulation we are engaged in
various international activities. In this field we are co
operating in information campaigns in Africa and are
involved in the drawing-up of codes of conduct in East
European countries. We are also participating in European
projects with regard to road safety and in a European
initiative in the sphere of alcohol and work. We are also
collaborating in a study of the health aspects of alcohol
consumption.
the high level of quality of our products. We not only
endeavour to improve existing and to develop new products;
our research is also aimed at improvements in the production
process, at the various forms of packaging and at methods to
improve the selection of raw materials. In order to keep track
of the preferences of the consumer, frequent use is made of
market research, including tasting tests by consumer panels.
To a large extent research and development take place in our
laboratory at Zoeterwoude. In this connection there is a close
co-operation with our breweries at home and abroad.
Benefits are obtained by thus utilizing the reciprocal know-
how. At the same time a good response can thereby be made
to existing needs. In addition, we collaborate with leading
universities and research institutes all over the world and, in
specific cases, with prominent companies in the same line of
business.
Research and development are of great importance in our
constant endeavour to reduce costs, too. In this context, inter
alia, attention is being paid to the most efficient possible use
of packaging materials. In view of the worldwide growth in
our brewery activities, high priority continues to be given to
the developing and selection of high-grade raw materials,
in particular brewing barley. To a large extent our efforts in
that field are being carried out together with other European
brewery companies.
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