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IRELAND, MURPHY BREWERY,
LEITRIM STREET, CORK, IRELAND
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Through our enjoyheinekenresponsibly.com
website we seek to inform consumers and the
public about the responsible consumption of beer
and the effects of the misuse of alcohol. We also
promote responsible consumption through back
label messages on our packaging and in 2007
will again increase our levels of responsibility
messaging on commercial communication in
order to involve a broader range of stakeholders.
An excellent example of how we translate this
global commitment into local action was the
work undertaken by our operating company
in the Netherlands during 2006. Their 'Enjoy
Heineken Responsibly' campaign ran across a
variety of stakeholder groups. Consumers saw
above-the-line advertising, online communication
and the 'Enjoy Heineken Responsibly' message
on product labels. Opinion formers and politicians
were invited to discuss the current climate for
alcohol in the Netherlands.
In the USA, we continued our successful and
ground-breaking joint initiative with the New York
Presbyterian Healthcare System and the White
Plains Hospital Centre to stimulate conversations
among relevant target groups on the use of
alcohol to make informed choices. The
partnership published further booklets in the
Facts Conversation series, entitled 'College
and Alcohol' and 'Prom, Graduation and Alcohol'.
This follows publications on 'Peer Pressure' and
'Underage drinking'. This is a major three-year
project and the first time that an alcohol company
has partnered with major medical institutions
to help address specific alcohol issues.
We have also worked vigorously to enhance
our existing best practices in the areas of
environmental performance, health and safety
procedures and labour practices.
In 2006, we have started the implementation of
the Heineken Supplier Code. We have approached
all our central suppliers - representing a
purchasing value of over €1.5 billion - asking
them if they believe they are in compliance
with the standards that we have defined. An
overwhelming majority has already responded
indicating that they are. In 2007 we will make sure
we get a 100 per cent response to our query and
we will integrate the provisions of our Supplier
Code in the regular audit activities and we will
commence the roll-out to operating companies.
At Heineken we realise a business cannot fulfil
its responsibilities to society without clear
environmental policies and practices. That's why
we remain committed to taking steps to reduce
our consumption of energy and raw materials,
Heineken N.V. Q Q
Annual Report 2006 KuO
