Brewers of Europe meet with
EC President Barosso
World ofHeineken 39 - winter 2008/2009
Earlier this summer, representatives
from The Brewers of Europe met
with European Commission President
José Manuel Barroso to discuss the
contribution Europe's beer industry
makes to the European economy and to
exchange ideas about future initiatives
within the sector. Didier Debrosse,
Heineken President Western Europe, and
Alberto da Ponte, the current President
of the association and Managing Director
of Heineken's operations in Portugal,
attended.
Didier Debrosse (2nd from left) with Alberto da Ponte (3rd from left) and José Manuel Barosso (centre).
The brewing industry remains at the very heart of Europe's economic
and business environment. That was the message Alberto da Ponte
conveyed to José Manuel Barroso during their successful meeting in
August.
Mr da Ponte explained that the brewing sector generates 2.6 million
jobs, directly and indirectly, and adds 57.5 billion euros of value to
the European economy. "With more than 3,000 global and local
breweries operating within Europe, Mr Barroso saw this combination
as a positive contribution in the context of globalisation," Mr da Ponte
said. "In addition, the European brewing sector actively contributes
to all priorities under the Lisbon agenda: jobs, growth, innovation and
competitiveness, as well as environment and social standards."
With many countries across Europe reviewing their social and
legislative policies on alcohol use, another key topic during the
meeting was self-regulation and responsible promotion within the
industry. "Mr Barroso strongly encouraged brewers across Europe
to actively contribute to enhancing self-regulation as a credible and
effective alternative to restrictive alcohol policy legislations," Mr da
Ponte said. "The current European Commission doesn't advocate
unnecessary regulatory measures, but Europe's brewers should take
further leadership in this area," he added.
The delegation pointed out that the Brewers of Europe believe it is
their duty to make sure that the sector's advertising does not suggest
inappropriate beer consumption. "Under the EU Alcohol and Health
Forum, of which The Brewers of Europe is a founding member, we
have committed to implement credible and effective self-regulation
of beer across the European Union. We are also the main contributor
to the EU Alcohol and Health Forum and takes our involvement very
seriously," says Mr da Ponte.
Heineken, which helped shape the association's policy on self-
regulation, believes the promotion of responsible consumption is an
important element in its alcohol policy. For example, since 2004 the
'Enjoy Heineken Responsibly' message has appeared on all bottles,
cans and packaging of the Heineken brand.
Looking ahead, the parties discussed an initiative in 2009 that will
highlight the European beer heritage. "We see the upcoming Czech
presidency of the EU as an important opportunity to enhance our
contribution to Europe. The Czech Republic is a flagship for beer. We
are contemplating an initiative that would highlight the European
beer heritage, and we would be honoured to have the support and
patronage of Mr Barroso. We look forward to keeping him further
informed on this initiative," Mr da Ponte said.
Rutger.Goethart@Heineken.com
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