the entire organization via databases was success
fully completed. Multidisciplinary knowledge
teams compiled inventories of the knowledge,
collected it and made it available in a manner that
complies with the quality standards of ISO 9001.
Environment
With the adoption of its Company Environmental
Policy, in which the starting points of environmental
policy are laid down, Heineken has taken a new
step in its pursuit of sustainable business opera
tions. The starting points apply to all Heineken
breweries. The environmental policy will result
in a continuing reduction of the burden on the
environment
As regards volume, water is our principal
raw material, but it is exactly clean water of which
there is a global shortage. For this reason water
has been chosen as the theme of a programme,
'Aware of Water', aimed at raising awareness
of environmental issues in general and water
in particular. The programme, which has already
commenced, has an internal and an external part.
The objective of the internal element is to make
all Heineken employees aware of the importance
of the availability of sufficient, good-quality, clean
water and of responsible water consumption.
Externally, a series of television documentaries
entitled "Water, a drop of life" has been completed
with Heineken support. The series will be
premiered at the World Water Forum to be held
in The Hague, the Netherlands in March 2000.
The TV documentaries will be broadcast in a large
number of countries.
An internal policy on water has been drawn up
and will be introduced in the Group. This policy
sets out the conditions that will lead to a continuing
reduction in the consumption of water and further
improvement in the treatment of waste water.
In the sphere of waste water treatment we have
completed the design of an effective treatment
plant for our African breweries. It has meanwhile
been decided to build two treatment plants in
Africa, which will function as pilot projects.
Our operating companies in Europe have drawn up
an environmental report with the aid of the uniform
measurement and reporting system introduced
in 1998. Other Heineken companies will follow
soon. In compliance with Heineken's
environmental policy, an international Heineken
environmental annual report will be published in
the second half of the year 2000. This report will
contain detailed information on the environmental
aspects of the European companies.
Alcohol and society
Heineken's policy on alcohol can be summarized
as follows:
Our beers fit in with a positive lifestyle provided
they are consumed responsibly. Informed
consumers are responsible for their own behaviour.
Heineken sees it as its responsibility to inform
consumers and its employees about responsible
alcohol consumption.
Heineken draws consumers' attention to their
own responsibility with regard to the consumption
of alcohol in a positive manner. One example is the
programme developed by Heineken USA, which
helps entrepreneurs in the on-premise sector to
draw their customers' attention to the right way to
behave in regard to drinking and driving.
Heineken USA provides free prepaid phone cards
which enable customers to call a taxi.
Irresponsible alcohol consumption is a growing
concern in society. In its commercial
communications Heineken allows for the fact that
there is a distinction between responsible and
irresponsible consumption of alcohol. To this end
we have drawn up rules which mean that our
communications must not induce irresponsible
alcohol consumption and may not specifically
target risk groups such as young people. Self-
regulation plays an important part in our policy on
alcohol, but it is not a means aimed at combating
alcohol abuse.
Irresponsible consumption of alcohol by
young people in particular leads to debate on
the taking of measures that are generally restric
tive. Alcohol abuse by young people is influenced
by many different factors, however, and so cannot
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