2003 in Retrospect
In 2003, Heineken tightened up the
requirements with which its operating
companies' alcohol policies must comply.
They are required to pursue a pro-active
policy, with regard to both their own
employees and the consumers, to engage
in active dialogue with public authorities
and social organisations and to take
initiatives to prevent alcohol abuse. More
rigorous reporting requirements relating
to alcohol policy were also introduced,
which make it easier to decide whether
support is justified and facilitate the
exchange of information between oper
ating companies on successful approach
es. The requirements for alcohol policy
respect regional differences in society's
tolerance of alcohol misuse. The require
ments for the European and American
markets are more demanding than those
for the other markets.
In a growing number of countries,
Heineken is going further than imposing
internal rules to prevent our marketing
communications encouraging the misuse
of alcohol. In the US, the Netherlands,
Ireland, Italy and a number of markets in
South America and Asia/Pacific,
Heineken's advertising carries warnings
against alcohol abuse.
Young people
It is Heineken's policy to avoid aiming our
marketing communications specifically at
people under the legal drinking age,
because they are not always able to make
appropriate choices in their drinking
behaviour or foresee its consequences,
and are thus vulnerable. Heineken also
seeks to disseminate this policy externally,
both within the industry and in society at
large. We proceed from the principle that
all advertisements, events and campaigns
should address an adult target group. In
practice, this means that Heineken targets
consumers who are over the minimum age
at which the consumption of alcohol is
permitted by the law of the country
concerned. In countries which have no
such law, Heineken targets consumers
aged 18 and over.
Information
Heineken is a founder member of The
Amsterdam Group, an organisation
of international producers of beers, wines
and spirits which exists to develop
information and education programmes
at European level to promote responsible
alcohol use and prevent alcohol abuse.
As an active member of The Amsterdam
Group, Heineken is committed to intro
ducing information campaigns which have
proved to be effective. The 'Sober Bob'
campaign, which was developed in
Belgium and has been running successfully
in the Netherlands for several years, has
been introduced in Greece with the
financial support of The Amsterdam Group
and similar campaigns are operating in
France, Spain, Portugal, the UK and
Denmark. The campaign encourages the
practice of naming one member of the
party as the designated driver, who agrees
to stay 'on the wagon' for the evening and
can drive his or her friends home safely
at the end. The 'Sober Bob' campaign is
supported in the Netherlands by the Dutch
brewers, the Ministry of Transport, Public
Works Water Management and Stichting
Verantwoord Alcoholgebruik, a foundation
which promotes responsible alcohol use.
Heineken also plays an active part within
the Brewers of Europe trade organisation
in the area of alcohol and society, partic
ularly with regard to the introduction of
self-regulation in the countries of Central
and Eastern Europe. Programmes and
information material have been developed
on the initiative of Brewers of Europe for
companies in these countries to help them
introduce their own rules to support the
promotion of responsible alcohol use and
the prevention of alcohol abuse. These
rules should relate to the content of the
message (which must avoid establishing a
link between alcohol and driving, working
or dealing with hazardous situations), the
use of communication media, the timing
of advertising and the age of the target
group being addressed.
Personnel and Organisation
The average number of people employed
by Heineken increased by 13,034 to 61,271,
mainly due to the acquisition ofBBAG.
On a like-for-like basis, excluding acquisi
tions, the number of employees increased
by 174-
Central personnel policy is involved
primarily with the recruitment, develop
ment and retention of managers for senior
international positions. Initiatives to har
monise personnel recruitment and devel
opment around the world are also taken
and supported at central level.
To facilitate this harmonisation process,
which makes it easier for operating
companies to exchange information and
measure and compare their own perform
ance in personnel policy with that of
others, a uniform ICT system will be built in
2004. In all other respects, the operating
companies pursue their own personnel
policies, which take account of the local
labour market, regulations and practices.
Management
Because the 'Taking Heineken to the Next
Level' project aims to implement improve
ments on many fronts, it has repercussions
for the standards required by Heineken
in terms of the qualities of its managers.
Decisions are increasingly informed by
detailed analyses and comparisons with
other methods and processes, both inside
and outside Heineken. Managers are being
required to adopt a more entrepreneurial
approach. As well as professional expert
ise in their own field, they are expected to
keep pace with innovation around the
world, within their particular discipline and
beyond. Managers are also expected to
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