195
Reporting basis of non-financial indicators
Percentage of operating companies in scope with active partnership
1. 10% Heineken media spend invested every year in responsible consumption campaigns
2. Reaching one billion consumers
Brew a Better World 2030 Strategy
Environmental
Social
Responsible
Disclosures
Introduction Context
Foundation
Responsible - Address harmful use
Introduction
Responsible - Make moderation cool
Reporting basis of non-financial indicators
100% of markets in scope have a partnership to address alcohol-related harm
10% of Heineken® media spend invested every year in responsible consumption campaigns, reaching one billion consumers
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
Key definitions
- Heineken® media spend: Expenses incurred for placing and broadcasting Heineken® brand dedicated campaigns.
- Enjoy Heineken® Responsibly campaign: Media spend for placing and broadcasting Heineken® brand dedicated responsible consumption campaigns (e.g. supporting
‘Enjoy Heineken® Responsibly’ or ‘When You Drive, Never Drink’, or other Responsible Consumption initiatives).
- Consumers reached: The number of unique consumers reached is calculated using the Sainsbury Formula, allowing us to estimate audience duplication so we can
ascertain the net reach across multiple markets and several digital media channels/platforms.
- For reporting of the KPIs we rely on third-party information providers.
Scope:
- All consolidated entities.
- Entities without production (like sales only
entities, export entities) are not in scope,
with the exception of HEINEKEN USA.
- Consolidated entities with less than 50 FTE
are not included in the reporting scope.
- HEINEKEN South Africa is excluded due to
the integration within HEINEKEN
Beverages.
- Derogations may be granted, for example,
in case of religious grounds, local legislation
prohibiting alcohol companies from harm
reduction activities or markets where there
is a conflict or natural disaster.
- In 2023 a derogation was granted for
Algeria.
Scope:
- Markets where our consolidated operating
companies operate. Export markets and
markets where media advertising is not
fully allowed (‘(semi-)dark markets’) are
excluded.
Baseline:
- N/A
Baseline:
- N/A
Heineken
N.V.
Annual
Report
2023
Key performance indicator
Measurement/units
- Percentage of operating companies in scope with active partnership compared to all operating companies in scope.
Key definitions
- Active partnership: An initiative qualifies when having a relevant focus area, a valid partner and a clear agreement.
- Relevant focus area - A relevant partnership should address one of the following alcohol-related harms: drink driving (DD), underage drinking, excessive consumption,
drinking while pregnant, or alcohol addiction.
- Valid partner: A third-party organisation which has a well known and credible interest to bring people together and help tackle the problems raised by the community.
Examples are an NGO, foundation (including HEINEKEN’s own foundations), charity, governmental body, public agency, social enterprise, co-operative, etc. In case there
is no suitable third party to address the issue, the operating company may take direct action itself.
- A clear agreement: Operating company and the relevant third party have agreed objectives, actions and (financial) contribution. Evidence of this can include a
Memorandum of Understanding, a contract signed by both parties, an exchange of letters or mails. The agreement should be valid for the reporting year. Only one
initiative is required per country.
Key performance indicator
Measurement/units
1Percentage of media spend on the Heineken® brand for responsible consumption campaigns compared to the total media spend on the Heineken® brand.
2. The number of consumers reached with Enjoy Heineken® Responsibly campaigns.
