Reportof the Executive Board I Operational Review continued
Brewing a
Better Future
ne better future
In the last decade,
HEINEKEN has made
considerable steps forward in its efforts
to become a truly sustainable business.
Throughout that journey, we have been advised,
awarded, supported, and sometimes criticised
by our stakeholders. It is this connection with,
and interest from, those whose lives we touch
that has enabled, encouraged and sometimes
forced us to do more. That is why we have long
recognised that sustainability is a journey that
has to be shared - we cannot meet our
aspirations or our commitments if we think
and act alone.
Adopting that philosophy has meant
transforming the way we do business and
the way we engage our stakeholders. Nothing
better exemplifies this than the construction
and implementation of Brewing a Better
Future itself, our ten-year renewed approach
to sustainability.
Brewing a Better Future
Brewing a Better Future was born out of close
discussion with our stakeholders. It is based on
three strategic imperatives around which we
have built our commitments and programmes:
I. Continuously improve the environmental
impact of our brands and business
II. Empower our people and the communities
in which we operate
III. Positively impact the role of beer in society.
We have created 23 programme areas that
by 2020 will bring our words 'Brewing a
Better Future' to life with our people and our
stakeholders and which cover our material
impacts as well as our value-based approach
to people and society. Our Sustainability Report
provides a comprehensive commentary and
report on our progress. It can be found on our
website at www.theHEINEKENcompany.com.
Embedding in markets
It is this market-based approach that we believe
is fundamental to success. In 2011our
businesses, within the scope of Brewing a
Better Future, took even greater responsibility
for the delivery of the agenda. Each has its
own sustainability committee, and three-year
sustainability plan integrated within the
strategy of the business unit.
In 2011, there were again some notable
achievements and actions by our markets
that helped make the Brewing a Better Future
framework real; to name a few:
HEINEKEN in the UK achieved the highest
ranking of Platinum Plus in Business in the
Community's 2011 Corporate Responsibility
Index (CRI), the UK's leading voluntary
benchmark of corporate responsibility.
HEINEKEN also achieved the 'Best in Food
and Drink Sector'
In Greece, Athenian Brewery received
the Gold award in the local Corporate
Responsibility Index (CRI)
'Sunrise' campaign
is helping to make
responsible drinking
aspirational.
16
Heineken N.V. Annual Report 2011