u
v
Understanding the region's
diversity is by definition an
opportunity, allowing us to be
more responsive to both our
consumers and our customers
Sustainable Growth
As in all HEINEKEN's regions, sustainable
development, responsible consumption
and self-regulation are crucial in Central
and Eastern Europe. The ambitions of
the Company's 'Brewing a Better Future'
programme - reducing use of scarce
resources, empowering communities,
sourcing locally, minimising HEINEKEN's
carbon footprint and helping reduce the
impact of alcohol misuse - remain key
to growing and maintaining the beer
segment in the region.
And the 'Brewing a Better Future' aims are
not just policies; they're truly in action. A
recent project in Greece has resulted in
HEINEKEN's Athenian Brewery purchasing
some 50,000 tonnes of high-quality Greek
barley from domestic producers, creating
more than 300 jobs and generating
in excess of €3 million in additional
revenues down the supply chain in the
process. In Romania, the 'HEINEKEN for
Communities' project has funded diverse
projects that meet specific community
needs, from a mobile HIV testing lab to
the promotion of local handicrafts.
In alcohol education, the beer sector in
CEE is leading by example. Working with a
Romanian NGO, HEINEKEN has launched
the country's first free online counselling
and e-health intervention centre for
people with alcohol issues, while in Poland
'Enjoy Heineken® Responsibly' activities
at the annual Open'er music festival aim
to educate younger generations with
interactive activities and breathalyser
tests at festival car park exits.
"We have a really proactive and
important role to play," says Jan Derek,
"which we fulfil consistently throughout
the region through our packages,
our communications and the social
partnerships we develop. We're doing
good things, but we haven't completed
the journey yet."
Looking Forward
"In most of these markets, 'brands'
didn't even exist 25 years ago: there was
simply beer, so the concept of branded
goods in many ways is new," concludes
Jan Derek. "We've seen an explosion in
the diversity of products and packaging
- where it used to be just brown bottles
with a cap now we have cans, we have
PET, we have draught. We have all kinds
of things increasing consumer choice and
experience exponentially, and HEINEKEN
is leading the way."
HI World of HEINEKEN Quarter 3 2012
