ENJOY
AROUND
Heineken beer contributes to a positive lifestyle. Responsible
consumption of beer can be consistent with the maintenance
of a balanced and affirmative lifestyle for most adults who
choose to drink. Heineken therefore promotes the responsible
consumption of beer. The Enjoy Heineken Responsibly initiative
is part of the alcohol policy of Heineken, which originates from
the very start of the brewer itself. In the 1980s, the need for a
more structured policy resulted in the formal definition of clear
guidelines and the Heineken Alcohol Policy Statement.
The Enjoy Heineken Responsibly campaign was the logical next step in
developing Heineken as a modern and connected brand. Responsible
alcohol consumption is not only promoted to consumers. The Cool@Work
programme has been developed for Heineken employees and inspires them
to serve as ambassadors for the company by spreading the responsibility
message both in actions and in words.
This message is communicated in various ways, which include, sustainability
reports and policies. By establishing the Enjoy Heineken Responsibly
campaign in the USA, Heineken became the first brewer in the world to link
a responsibility message on bottles, cans and secondary packaging with a
dedicated alcohol education website. This site,
www.enjoyheinekenresponsibly.com, provides information on the effects of
alcohol, gives guidelines for responsible drinking, documents responsible
consumption programmes made available by Heineken and allows visitors
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