m Heinekens' Company Alcohol Policy Statement Actions Responsible beer consumption is consistent with maintaining a balanced and positive lifestyle The informed individual is responsible for his or her own behaviour Heineken is committed to raise the awareness of responsible consumption Heineken demands responsible behaviour by all its employees around the world Heineken ensures that its commercial activities meet legal requirements and does not encourage irresponsible consumption Heineken helps to prevent abuse and misuse through dialogue and action Implementation of the Company Alcohol Policy is mandatory Heineken reports on actions related to the Company Alcohol Policy effective actions. Since the late 1990s governments have accepted this distinction but they have not yet fully drawn the consequences in their policy actions. Heineken's revised Alcohol Policy Statement calls for a full fledged Alcohol Policy with various action points while acknowledging that there is a difference in timing for the USA/European region and other parts of the world: The Alcohol Work programme needs to be continuously updated Maintaining the understanding of and adherence to the rules guidelines on commercial communication Constant monitoring of the alcohol debate within society Addressing misuse or abuse in partnership with others Raising awareness and commitment further along the chain Consumer information actions and campaigns Report on activities Actions taken in this field are published in the company's Environment Society Report. It is important for Heineken to lead the brewing industry into a pro-active approach. The Presidencies and Chairmanships of the Brewers of Europe and The Amsterdam Group offer excellent opportunities to achieve this. PAGE 5

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World of Heineken | 2004 | | pagina 5