QUdNTUMANIi
Heineken
22
Responsible
A consumer-centric approach on
the path to moderation and
no harmful use
Partnerships to address
harmful drinking
Always a choice
Making moderation cool
ALCOHOL FREE
Introduction
Harmful drinking is damaging to the people involved
and their communities, as well as to our industry.
In the UK, we introduced the world’s first
‘Nommelier’ service in Edinburgh and London,
curating an alcohol-free pairing menu.
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
Through Brew a Better World we want to empower
consumers to make responsible choices by providing
low-and no-alcohol options, transparent information
and promoting zero tolerance of harmful use.
Heineken® 0.0 is now available in 114 markets,
including launches in Japan, Argentina, China
and Morocco.
Operating companies with a zero alcohol option for
at least two strategic brands represented 53% (2022:
46%) of our total beer and cider volume.
We aim to lead the debate on responsible
consumption and support actions that decrease
harmful consumption. We are giving consumers more
choice with our 0.0 portfolio of beer and cider brands
and empowering them with clear and transparent
information on our labels.
We made progress in delivering our ambition to serve
0.0 always, but we fell short of the 2023 goal to
provide a zero alcohol option for at least two strategic
brands in most of our operating companies.
Our experience has found that, for operating
companies without an established non-alcoholic beer
category, focusing on seeding one strategic brand,
rather than two, is more impactful. Going forward,
our new goal will reflect this approach; We aim to
have a zero alcohol option for two strategic brands
in the majority of our markets (accounting for 90%
of our business) by 2025. Non-alcoholic products
will play an increasing role in HEINEKEN’s industry
leading messaging on responsible consumption and
moderation. With the no-alcohol category increasing
in popularity, we want to continue to empower
consumers by always providing a choice while at the
same time addressing the harmful effects of alcohol.
As members of the International Alliance for
Responsible Drinking (IARD), we helped to launch a
new free online training for servers and bar staff to
help equip them with the knowledge and practices to
ensure all consumers enjoy alcohol responsibly.
- In Saint Lucia, we hosted the first ever knowledge
forum at the annual Saint Lucian Carnival, sharing
responsible drinking tips, and exploring solutions to
effectively enable a culture of responsible
consumption and promote moderation in Saint Lucia.
- In Ethiopia, we are joining forces with three
universities in the country to create awareness
and promote responsible behaviours in addressing
underage drinking. The initiative aims to underline
the critical role that educational institutions play
in promoting responsible behaviour among
young individuals.
‘When You Drive, Never Drink’ is our long-standing
flagship campaign which promotes an anti-drink
driving message. In 2023, we launched a new edition
raising awareness of the fact that the best driver is
always the one who’s not drinking. F1™ World
Champion Max Verstappen helps us to convey this
message as our new Heineken® 0.0 ambassador.
In 2023, we achieved our goal of having 100% of the
markets in scope with a partnership in place to address
harmful drinking.
Verstappen also plays a leading role in a new initiative
called ‘Player 0.0’, a virtual racing experience that
incorporates responsible consumption themes in
the gaming space.
- In the US, Heineken® 0.0 and Marvel Studios’
‘Ant-Man and The Wasp: Quantumania’ teamed
up on a campaign that focused on drinking (and
shrinking) responsibly. The ad was shown during
Super Bowl LVII.
To continue to lead the debate, our operating
companies have invested 14% of Heineken® media
spend, reaching almost 900 million unique consumers
worldwide through responsible consumption
campaigns. We overachieved our goal related to
media spend. However, we missed out on our goal of
reaching 1 billion consumers as efforts were focused
on increasing our impact in certain markets.
Visit page 166 to learn more about what we have
done on sustainability and responsibility
Heineken
N.V.
Annual
Report
2023
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