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Advocating
responsible
consumption
Sustainability Review (continued)
Our products are enjoyed in moderation by hundreds of millions of people
worldwide. Our 2020 commitments are aimed at encouraging responsible
attitudes and reducing the harmful use of alcohol. We want to make
responsible drinking aspirational and we are driving innovation in the
low- and no-alcohol category.
Make responsible consumption cool
Building partnerships to address alcohol-related harm
Report of the
Report of the
Financial
Sustainability
Other
Introduction
Executive Board
Supervisory Board
Statements
Review
Information
Heineken N.V. Annual Report 2017
View
case
study
online
2020 commitment
Invest 10% of Heineken® media budget15 to support
our responsible consumption programmes by every
operating company selling Heineken®.
Our progress in 2017 Ontrack
We have raised our ambition to dedicate 10% of
media spend by all the operating companies16
selling Heineken® to responsible drinking campaigns.
Our previous commitment involved only 14 markets.
In 2017, 71%17 of the operating companies in scope
invested 10% of media spend, or more, in dedicated
responsible consumption campaigns. The remaining
markets invested lessthan 10% or are yet to start.
'When You Drive, Never Drink' our global Formula 1®
partnership campaign, was activated by 36 markets
around the world. Markets also continued to activate
'Moderate Drinkers Wanted', ourthird global
campaign that shows how drinking in moderation
is more attractive than drinking too much.
Looking ahead
In 2018, we will launch a new global campaign
to demonstrate the benefits of positive
drinking behaviour.
a This One Is On Us
To nudge people to drink responsibly,
we started to offer a cup of water with
every beer we serve during events.
15 Investments dedicated to responsible
consumption messagingwith regards
to Heineken® brand communication.
This includes the 'Moderate Drinkers Wanted'
campaign and 'When You Drive, Never Drink'
Formula 1® campaign.
16 Exceptions are companies operating
in 'dark markets'where above-the-line
communication is not allowed according
to regulations.
17 Estimate.
18 Nudge theory focuses on providing consumer
choices that encourage a certain behaviour.
We have also commissioned a global study
to explore the behavioural triggers that cause
people to drink and drive. Based on the findings,
we will develop a responsible drinking campaign
to test and measure drink driving reduction
initiatives based on nudge theory18.
2020 commitment
Every market in scope has a relevant and active
partnership addressing alcohol-related harm.
Our progress in 2017
More to do
83% of the 53 operating companies in
scope have a partnership in place to address
alcohol-related harm.
These partnerships aim to address alcohol-related
harm such as underage drinking, drinking and
driving or excessive drinking working with local
governments, NGOs and other stakeholders.
For examples, see our case studies from Burundi
and Vietnam on our website.
For more of our partnership details, see our website
and casestudies
Looking ahead
As every market has its own context, we are
exploring a model for a community-based
prevention programme to see if this can be
adapted locally
Vietnam
In partnership with Uberand the
National Traffic Safety Committee,
HEINEKEN Vietnam launched a
campaign addressing drink-driving.
study I
online I
