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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.
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