Reporting basis and governance of non-financial indicators (continued)
Advocating responsible consumption
Promoting health safety
O Q,
Heineken N.V. Annual Report 2018Ï 150
Report of the Executive Board
Report of the Supervisory Board
Financial Statements
Sustainability Review
Other Information
of operating companies Heineken® media spend includes all expenses incurred for placing and
spending >10% of media spend broadcasting Heineken® brand dedicated responsible consumption
for Heineken® in supporting
dedicated responsible
consumption campaigns
Number of operating
companies have an active
and relevant partnership
aimed at addressing
alcohol-related harm
Low- and no-alcohol
Low- and no-alcohol as
of our global volume
campaigns ('Enjoy Heineken® Responsibly' or 'When You Drive, Never
Drink') amounting to a minimum of 10% of their actual Heineken®
media spend, per market. In 2018, we continued to raise our ambition,
to all operating companies, joint ventures and export markets selling
Heineken® and investing media spend. Exceptions are companies
operating in 'dark markets' where above-the-line communication is not
allowed according to regulations
Working closely with third parties like local governments, NGOs and
specialists, these partnerships address alcohol-related harm on issues like
underage drinking, drinking and driving, or excessive drinking. In scope
are all HEINEKEN operating companies with the exemption of those in
Islamic countries, export markets, markets where we have a Joint Venture
and one minimal-volume market (Laos) where allocating resource is
unrealistic. We simplified and clarified definition and guidance of this
commitment for our operating companies. Active partnerships means:
meaningful, substantive engagement over a year or years, with each
side benefiting and being challenged by the other. An active partnership
should have a regular cadence of communication and a regular schedule
for collaborations or joint executions. A relevant alcohol partnership is
one that is responsive to the needs of the local community as identified
by critical stakeholders and/or local trends
All beer, cider, hop and/or malt based drinks with an ABV of 3.5% or less.
This does not include soft drinks
Total low- and no-alcohol volume/Total consolidated beer and
cider volume
Ingredients and
nutrition information
This involves beer and cider brands produced and sold by HEINEKEN
operating companies. In 2018, we have expanded our target to our cider
brands and other beer brands around the world (in 2017, the scope of
the commitment only included beer brands and operating companies
in the EU). Commitment is only applicable to consumer facing products
(bottles, cans). Scope includes brands (line extensions) sold in volumes
above a threshold of 6,000 hl per year (based on 2017 volume data).
We committed to include nutrition information and ingredients on pack
and online in our operating companies in EU, and on pack or online in the
operating companies outside EU.
Beer, Wine and Spirits
Producers' Commitments to
Reduce Harmful Drinking
Responsible Marketing Code
HEINEKEN is a signatory to the Producers' Commitments to Reduce Harmful
Drinking. This is managed by the International Alliance for Responsible
Drinking (IARD). The aim of the Producers' commitments, which run from
2013-2017, is to contribute as an industry to the global target set by the
World Health Organization (WHO) of "at least a 10% relative reduction
in the harmful use of alcohol" by 2025. We take action in five key areas:
underage drinking, marketing codes of practice, consumer information
and product innovation, drinking and driving, and retailer support
In 2018, we renewed our Responsible Marketing Code. This Code, which is
fully in line with the Producers' commitments, guides us in the way we market
our products. These rules help everyone at HEINEKEN who is involved in
marketing and the sales of our products to ensure we do not contribute
to excessive consumption or misuse. The Code covers all communications
channels, the most common being: packaging, point of sale, signage, trade
promotions, sponsorships, advertising, digital and social media
of compliance with Life
Saving Rules
Fatal accidents
Our 'Safety First' approach is focused on improving safety across the
whole Company. Our global strategy is systematically addressing safety
across the whole of the Company, with a particular focus on road safety.
The 12 Life Saving Rules set out clear and simple 'do's and don'ts' for our
highest-risk activities. All operating companies are required to assess their
safety performance and close any gaps through action plans. In 2018,
we aligned our external commitment with the internal target, and will be
monitoring Life Saving Rules compliance. This is a change to the previous
definition where we reported on of Life Saving Rules actions carried out.
The monitoring based on compliance provides a more insightful picture
and a better focus, being result-oriented rather than process oriented
All work-related fatal accidents of permanent, fixed-term or temporary
personnel (own staff and contractor personnel)
Accidents An accident which resulted in permanent disability or which requires
hospitalisation for more than 24 hours or resulting in more than one lost day
Lost days
Accident frequency
Accident severity
Lost days are counted from the first day after the case until the day the
person returns to normal duties at work. All calendar days are counted
Number of accidents resulting in absence from work per 100 FTE.
This is an indicator of the state of health and safety at the workplace
Number of days lost from work as a result of disabling injuries per 100 FTE
