Heineken supports effective strategies to combat alcohol abuse Drinking beer can be a positive part of a balanced healthy lifestyle. However, the potential negative impact of the irresponsible consumption of alcohol is well known. Reducing the harmful use of alcohol is high on the business, political and social agenda. World of Heineken 41 - winter 2009 The World Health Organisation is currently drafting a global strategy to fight alcohol abuse, which will be presented for consideration to the World Health Assembly in May 2010. Health ministries and representatives from the alcohol industry around the world, including Heineken, were consulted during the development of the draft global strategy. The draft strategy was published in 2009. It identifies ten target areas that WHO is considering addressing through a global policy. These include measures such as drink-driving policies and countermeasures, studying pricing policies and providing prevention and treatment programmes. Heineken and the industry as a whole are committed to playing their part in both the debate and the action to reduce alcohol-related harm. Heineken takes a leading role in this, both independently as the world's most global brewer and as an active member of brewing and alcohol industry bodies in the majority of our key markets. At a global level, we cooperate with other industry players through the Global Alcohol Producer's Group and other organisations. Heineken is already involved in a number of activities aimed at reducing the harmful use of alcohol. Heineken supports the need for effective strategies that emphasise the role of education and the effective targeting of information towards vulnerable groups. Concerted measures in these areas are likely to be most effective in dealing with alcohol-related problems. "We are supportive of the WHO's efforts to develop a global strategy," says Rutger Goethart, International Public Affairs Manager at Heineken in Amsterdam, commenting on the draft policy. "In particular, some of the policies and actions under consideration, especially in the areas of drink driving, the availability of alcohol, marketing and pricing are issues that we are already actively addressing as an industry." In response to the draft strategy, the CEOs of global alcohol beverage companies, including Heineken CEO Jean-Frangois van Boxmeer, wrote to the WHO detailing three key projects which will begin in 2010. These projects will help the industry play its part in addressing the key issues, particularly in developing countries and emerging markets. The projects will address drink driving, responsible marketing standards in developing markets and research and action on non commercial alcohol, which, according to some estimates, accounts for as much as 50 per cent of global consumption. www.who.int/substance_abuse/activities/globalstrategy/en

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World of Heineken | 2008 | | pagina 146