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0 Building partnerships to address
alcohol-related harm
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Advocating responsible consumption
Looking ahead:
Our 2020
commitment:
Our 2020
result:
RESPONSIBLY,
DAY! 1.03.12.20,
J
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Sustainability Other
Review Information
Every market
in scope has a
relevant and
active partnership
aimed at
addressing
alcohol-related
Our contribution
to the SDGs:
3.5
Strengthen the
prevention of
substance abuse
We develop partnerships around the world to
address the following alcohol-related harms:
drink driving; under-age drinking; excessive
consumption; drinking while pregnant; and
alcohol addiction.
The scope of our commitment includes
markets where we consider our business
to have an opportunity to make a positive
difference in reducing harmful use of alcohol
in partnership with other stakeholders.
In 2020, 24 of the 37 markets in scope (65%)
had a partnership in place to address alcohol-
related harm.
This is significantly lower than we reported
in 2019 (95%) due to the impact of COVID-19.
Our companies were forced to adapt
their approach in response to national
lockdowns and restrictions on movement,
which also limited opportunities for events
and initiatives.
Despite the challenges, several
operating companies implemented
impactful partnerships.
- In France, we joined forces with the Road
Safety Association to organise the first
urban drive-in music concert under
the banner of Don't Drink and Drive.
The event broadcasted the message of
prevention to the public and offered non
alcoholic beverages.
Sparking conversations about responsible consumption in Jamaica
Red Stripe shone a spotlight on opportunities for the alcohol industry to be a champion
for responsible consumption in Jamaica. In July, a virtual "Foundations for reducing the
misuse of alcohol" forum fostered dialogue between public and private sector stakeholders.
It brought 75 participants together to discuss global best practices for alcohol regulation
and opportunities for collaboration.
Red Stripe Jamaica took the initiative by hosting Enjoy Responsibly day in collaboration
with the Jamaican Beer, Wine and Spirits Network. A strong digital campaign spread the
responsible consumption message over several media platforms and interviews were
featured on Jamaica's main television station and various radio stations.
In Czech Republic, we have implemented
a successful partnership with festivals and
large-scale events to spread the responsible
consumption message over many years.
Although the initiative was affected by
COVID-19, we showed true resilience and
quickly adapted the planned operations.
A virtual online quiz format successfully
fostered awareness and promoted the
responsible consumption message.
Learn more about this topic on our website
Reducing the harmful consumption of
alcohol in partnership with communities
will remain a priority. We will continue to
evaluate the impact of these partnerships
and scale up those efforts that are
most successful.
