Reporting basis and governance of non-financial indicators (continued)
Advocating responsible consumption
Promoting health safety
O O Qs
Report of the Executive Board
Report of the Supervisory Board
Financial Statements
Sustainability Review
Heineken N.V. Annual Report 2019
Other Information
Responsible Marketing Code
of operating companies
spending >10% of media
spend 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
Ingredients and
nutrition information
Heineken® media spend includes all expenses incurred for placing and
broadcasting Heineken® brand dedicated responsible consumption
campaigns ('Enjoy Heineken® Responsibly' or 'When You Drive, Never
Drink') amounting to a minimum of 10% of their actual Heineken® media
spend, per market. Since 2018, it applies 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
HEINEKEN operating companies with the exemption of those in Islamic
countries, export markets, markets where we have a Joint Venture and
minimal-volume markets where allocating resources to such partnerships
is unrealistic. As of 2019, the scope includes markets where we feel our
business could make a positive contribution to reducing the harmful
use of alcohol. For other markets, where partnerships have already
delivered what we aspired or partnerships are expiring and markets
are preparing for a new, sustainable ambition 2030, this commitment
became optional. 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
This involves beer and cider brands produced and sold by HEINEKEN
operating companies. Since 2018, our target applies to our cider brands
and other beer brands around the world. 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 2018 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
The Code, renewed in 2018, 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
Our 'Safety First' approach is focused on improving safety across the
whole Company. Our global strategy systematically addresses 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
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
of compliance with Life
Saving Rules
Fatal accidents
Lost days
Lost time accident frequency
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
