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Reporting basis and governance of non-financial indicators
Advocating responsible consumption
Promoting health safety
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Sustainability
Review
Other
Information
of operating companies
spending >10% of media spend
for Heineken® in supporting
dedicated responsible
consumption campaigns
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. The scope includes all consolidated operating
companies, joint ventures and export markets selling Heineken® and
investing media spend. Exceptions are 'dark markets' where above-the-
line communication is not allowed according to regulations
In 2020, in response to the COV1D-19 pandemic, many of our markets
redirected their 10% of media budgets to a specially developed campaign
'Back to the Bars - #socialiseresponsibly' alongside the 'Enjoy Heineken®
Responsibly' and 'When you Drive Never Drink' campaigns. In addition
to the original commitment, we also assessed the compliance of markets
that invested at least 10% of their Heineken® media budget in the three
campaigns together
Number of operating companies Working closely with third-parties like local governments, NGOs and
have an active and relevant specialists, these partnerships address alcohol-related harm on issues
partnership aimed at addressing such as underage drinking, drinking and driving, or excessive drinking.
alcohol-related harm In scope are HEINEKEN operating companies with the exemption of
those in 1slamic 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 only 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
Low- and no-alcohol
Low- and no-alcohol as
of our global volume
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
We committed to include nutrition information and ingredients on pack
and online in our operating companies in the EU, and on pack or online
in the operating companies outside the EU. Our target applies to all our
beer brands and cider brands around the world, produced and sold by
HE1NEKEN operating companies. The commitment is applicable to
consumer facing products (bottles, cans). The scope includes brands (line
extensions) sold in volumes above a threshold of 6,000 hl per year based
on 2019 volume data
Responsible Marketing Code
The Code 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
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
Fatal accidents
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
Lost days are only counted for own employees, from the first day after
the case until the day the person returns to normal duties at work.
All calendar days are counted
Lost time accident frequency
Number of accidents resulting in absence from work per 100 FTE
(own staff)
This is an indicator of the state of health and safety at the workplace
Note: employees on furlough during the COV1D-19 crisis are included in
the FTE
