TER'S
surprise that Heineken was invited on to
the working panel.
"The Health Minister has recognised
that commercial organisations like
Heineken can reach individuals in ways
that others, including government,
cannot. Heineken was invited to take
part in the alcohol working group in
September along with another brewer,
two spirits producers, representatives
from the wine sector and both the on-
and off-trade," he says.
"We bring a breadth of knowledge
to the table. Unlike many of our
competitors, with the Scottish
Newcastle Pub Company, we have first
hand retail experience as well as being
a producer," he adds.
EARLY INITIATIVE
As the UK's leading brewer and the
world's biggest cider producer, it made
sense for the government to involve
Heineken, but there were other reasons
as well. "For a number of years, we've
been taking voluntary actions, such
as putting additional health-related
information on labelling. It's been very
much voluntary and has involved us
working with trade associations to
demonstrate good practice and to show
that self regulation actually works,"
Kieran explains.
In addition to the seven Responsibility
Deal pledges for the brewing and
cider-making sector, Heineken has
taken its commitment a step further by
signing up to introduce two additional,
individual pledges: introducing a lower
alcohol variant of one of its major
brands by 2013, and to distribute 11
million branded glasses into the UK on-
trade, showing alcohol unit information
by the end of 2011.
Kieran continues: "The lower alcohol
variant was something we were alredy
looking at and it will help us to protect
the reputation of that sector. We
already produce branded glassware,
which states the number of alcohol units
contained in the glass. Expanding this
in 2011, across all our major brands -
Heineken®, Fosters and Strongbow, is
an obvious next step."
Under the proposal, companies that
have pledged to be part of the initiative
will report on their own progress
each year, setting out what they have
achieved. "For us, it's about taking the
industry lead and working with other
industry bodies to convince them of this
approach. The government's philosophy
is to gently move the consumer towards
healthier lifestyle choices. We are
able to offer our knowledge on how to
communicate with the consumer, to
give them the same enjoyment but a
healthier experience.
"We want to deliver on the pledges,
and we'll continue to work with
organisations such as the British Beer
Pubs Association, the Drinkaware
Trust, the National Association of
Cider Makers, the Portman Group, all
working to take these things forward,"
says Kieran.
PUBLIC ARENA
According to Kieran, the Responsibility
Deal is a two-way process. "It's not
just about what the industry is doing,
but also from our perspective, it's
an opportunity to be listened to. For
example, we've been able to put
forward the idea of the two-thirds of a
pint glass - or schooner. In the UK, we
are restricted by trading standards in
how we can sell our products, so that
has traditionally meant that we have
been limited to selling beer by the half
pint or pint.
"The introduction of the schooner
earlier this year as a legal measurement
gives the consumer greater choice
and, perhaps because of this two-way
communication process, was taken
on board quickly by government. We
are also putting our view across on
marketing rules and regulations, which
are currently very black and white. So,
for example, the rules for advertising
whisky are the same as for a 2 or 3%
ABV beer. We welcome the opportunity
to take part in these round-table
discussions and put forward our view
on relevant topics," he says.
"The track record Heineken has built
up over the past five or six years with
NGOs has clearly helped. We are seen
as a credible source of information
with whom the government wants to
consult. What better way is there, to
prioritise our Brewing a Better Future
commitment to improve the image
of beer, than this kind of positive
interaction between government and
the industry?"
Voluntary glass labelling clearly informs consumers about the
number of alcohol units in their glass
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