Sustainability Review (continued)
Advocating responsible consumption (continued)
Deliver global industry commitments
Drive innovation on the low- and no-alcohol category
O Q,
Heineken N.V. Annual Report 2018
Report of the Executive Board
Report of the Supervisory Board
Financial Statements
Sustainability Review
Other Information
Our contribution to the SDGs:
3.5 Strengthen the prevention of substance abuse
2018 milestone
Deliver the Beer, Wine and Spirits Producers' industry
commitments by end of 2017 and report in 2018,
taking actions in five key areas: underage drinking,
marketing codes of practice, consumer information
and product innovation, drinking and driving,
retailer support.
Our progress
In 2018, the fifth and final report on the Beer, Wine,
and Spirits Producers' Commitments to reduce
harmful drinking was published, following assurance
by KPMG. HEINEKEN contributed directly to the
report, which details industry progress on reducing
the harmful use of alcohol over five years. The full
report has been published by the International
Alliance for Responsible Drinking, the industry body
that administers the commitments.
We also renewed our Responsible Marketing Code,
which is a set of mandatory rules for marketing our
products around the world.
For more information on our marketing code,
see our website.
To list some highlights of the IARD membership
achievements between 2014 and 2017, it:
collectively delivered an average 300 drink-driving
prevention programmes annually,
reached millions of underage individuals via
face-to-face interactions with messages against
underage drinking,
promoted compliance with responsible
alcohol advertising codes in contracts with
advertising agencies,
increased the number of local responsible retailing
initiatives (on average over 200 a year),
We are proud to have contributed to these
achievements of the IARD membership in tackling
the harmful use of alcohol.
Looking ahead
Although the five-year reporting period has ended,
all members of the Producers' Commitments
have pledged to continue to adhere to the five
commitment areas.
Our contribution to the SDGs:
3.5 Strengthen the prevention of substance abuse
There are some occasions when consumers
appreciate the taste of an alcoholic drink, just
without the alcohol. As the number of adults who
do not drink alcohol or who wish to reduce their
alcohol consumption continues to grow in markets
around the world18, we are innovating in the area
of low- and no-alcoholic (LNA) drinks to offer
consumers a growing variety of brands.
For more details on our low- and no-alcohol category,
see our website and case studies.
In 2018, we continued the successful launch of
Heineken® 0.0. It is now available in 38 markets, an
increase of 22 markets since last year. Our global
LNA portfolio now includes more than 325 products
over 125 brands.
By the end of 2018, LNA options made up 5.5% of
HEINEKEN's total global volume.
Looking ahead
In 2019, we will accelerate the geographical
expansion of our categories and further expand
the variety we offer in the LNA category.
Brewing a Better World in action
0.0% in Slovakia
Slovakia remains at the forefront of low- and no-alcohol
innovation with its latest contribution, Radler 0,0% Dark
Lemon - a 100% natural, reduced sugar, more adult
alternative to soft drinks.
