HEINEKEN USA PARTNERS WITH 1-800-TAXICAB HEINEKEN ATTITUDE HEINEKEN GREEN IN SNOW WHITE ST. MORITZ Heineken USA introduced a unique respon sible consumption programme two years ago, called SAFE CALL The programme was designed to help restaurant and bar servers give patrons, who have had too much to drink, a pre-paid phone card from Heineken to be used to call a taxi. Heineken USA is pleased to announce that it has recently expanded and improved the SAFE CALL programme by partnering with Los Angeles-based 1-800-TAXICAB, North America's largest telephone-based taxi referral service. Part of Heineken's 'Enjoy Heineken Responsibly' initiative, SAFE CALL seeks to reinforce the importance of responsible alcohol consumption, personal accountability and safety. Mr L.F.D. van der Minne, General Manager Heineken USA, and a representative of the 1-800-TAXICAB, pleased with their co-operation I Heineken1 Heineken France (Brasseries Heineken) has initiated a company project, the Heineken Attitude, based upon important values: team spirit, performance, dynamism and open-mindedness. The goal is to organise a project of this kind on a yearly basis. weekend of sporty challenges. Ski-ing, cross-country ski-ing and walking formed the main events in this sportive weekend. At the end of the weekend, eight persons were selected for the team that went to Iceland in April 2001. This year, a sporty challenge was chosen. After a first selection, where all employees (from all departments in all Heineken France breweries and co-Operating Companies) could participate, around twenty employ ees went to Vercors last February for a Heineken employees at the sportive weekend The horseracing event Last February, Heineken Switzerland sponsored the 'White Turf' event in St. Moritz, Switzerland. This horseracing event took place on the frozen lake, that had been turned into a racecourse. After this successful event Heineken has extended the sponsoring contract for another three years.

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World of Heineken | 2001 | | pagina 28