Enjoy Amstel Responsibly
AMSTEL
hile millions of people around
the world enjoy Heineken
products in moderation as part
of a positive lifestyle, there are those
who consume alcohol irresponsibly,
causing potential harm and difficulties
to themselves and those around them.
Heineken recognises the need to balance
its commercial practices with its social
responsibility, having established rules for responsible
commercial communication and introducing a formal
alcohol at work policy for all employees. This year,
Heineken is further evolving its approach to promoting the
responsible consumption of its products by developing
strategic alcohol partnership programmes in many of its
markets, designed to educate consumers and spread the
responsible consumption message. World of Heineken
visited a range of markets to highlight specific projects that
are running in their regions, which are often tailored to the
needs of the local community.
World of Heineken 37 Winter 2007/2008
alcohol consumption
around the world
43
