strengthen our existing efforts
The website offers a number of tips for drinking Heineken®'s full range of responsible drinking
I responsibly and enjoying the night to the full I activities are detailed on the wesbsite
HEINEKEN has committed to implement
these actions across all businesses
How will retailer support be enlisted?
The aim of the retailer commitment is to
arrive at a set of mutually agreed set of
'guiding principles of responsible beverage
alcohol retailing'. These principles
could include discouraging obviously
irresponsible promotions, encouraging
responsible point-of-sale marketing, and
the responsible sale of alcoholic products.
Implementation could include proof-of-age
requirements and training retail staff on how
to identify, prevent and manage intoxicated
Why is retailer support considered so
We believe that no single sector has
the key to addressing misuse and
consequently that all sectors should
play a role in trying to reduce harmful
drinking. Working together with retailers is
Of course, it's the role of the retailer
to decide how they want to sell their
products, but by cooperating closely we
hope to make greater progress than either
side acting alone.
HEINEKEN has a long-standing
commitment to reduce harmful
drinking. Why has it signed up to
these new actions?
We take our responsibilities in this area
very seriously and it is our view that
these global commitments strengthen
and expand existing efforts and send an
important message that the industry is
united in its view that alcohol can, and
should be, consumed responsibly.
What are the next steps?
These commitments will be implemented
over the course of five years. Clear goals,
budgets, time frames and measurements
will be put in place for all.
How will HEINEKEN monitor if they
are meeting their commitments?
As well as internal measurements,
independent third-party organisations will
audit and publicly report annually on all
signatories' progress. This will start from
the end of 2013.
Do you envision HEINEKEN or GAPG
making further commitments in the
The first priority is implementation
of these agreed commitments. These
provide a good basis for action and
the potential to achieve public health
goals. At the same time, we will always
look for opportunities to strengthen the
Company's contribution to reducing
alcohol-related harm in the future. K
42 World of HEINEKEN Edition 1 2013