In recent years the management and reporting systems relating to the environment in our Euro
pean operating companies have been considerably improved, enabling reliable and uniform envi
A start has been made on implementing reporting systems in all operating companies outside Euro
pe in which Heineken holds a majority interest. The next environmental report will therefore cover
efforts in respect of the environment outside Europe as well. It will also cover our policy on health
We work continually to improve our so-called SHE (Safety, Health, Environment) management sys
tem. For example, the system is being expanded to include a number of environmental indicators.
The internal reporting will also contain a larger number of health and safety parameters.
Heineken's water policy establishes targets for water consumption. Clean water is of importance
to Heineken as an ingredient of beer as well as during the production process. Good water is scarce,
which is why we devote a great deal of attention to water conservation and the purification of
wastewater. Our operating companies are being given the tools and methods for realizing our
tighter targets swiftly and efficiently via workshops. In Africa the construction has started of a
wastewater treatment plant of a type specially designed for this region. Plants of the same design
will be built at all our breweries in Africa.
In March 2000 a conference of the second World Water Forum was held in the Netherlands, with
Heineken as an active participant. The documentary 'Water, a drop of life' was premiered at the
forum. This television documentary was produced with financial support from Heineken and will be
broadcast in many countries.
Alcohol and society
Governments are increasingly drawing a distinction between responsible alcohol consumption and
alcohol abuse. We consider this a good development. Responsible alcohol consumption fits perfect
ly into a healthy lifestyle, whereas abuse needs to be combated. The acceptance of this distinction
opens the way for the necessary collaboration between government, industry and other involved
organizations. This collaboration allows for effective activities in the sphere of education on re
sponsible alcohol consumption and the prevention of alcohol abuse.
The drinks sector also accepts its responsibility. Heineken has actively participated in the prepa
ration of common standards for advertising alcoholic beverages. These standards were drawn up
in joint consultation within the European branch organization for beer, wine, spirits and cider, and
were published in the 'Amsterdam Group Report 2001'. This report also contains a large number of
studies of social issues involved in the consumption and abuse of alcoholic beverages. We expect
these studies to make a valuable contribution in the preparation of a responsible alcohol policy in
Europe and elsewhere.
Based on these standards Heineken has shaped its Group policy on alcohol world-wide. Examples
can be found on St. Lucia and in the United States. On St. Lucia Heineken has drawn up its own rules
for advertising based on the standards. It has also started a campaign here to persuade consumers
not to drink if they are going to drive. Building on an earlier campaign, Heineken has started a fol
low-up in the United States with the Safe Call phone cards. The Safe Call card gives bar and restau
rant owners the opportunity to point out to their customers the dangers of drinking and driving by
offering the option of calling a taxi toll free. Finally, during the European football championship in
the Netherlands availability of beer with a low-alcohol content were substantially increased.