Advocating responsible consumption

Advocating responsible consumption

Most people in the UK drink responsibly. In fact, we’re drinking less today than we did 10 years ago. But harmful drinking still affects around 20% of the population and alcohol misuse is one of the biggest issues facing our business.

Making moderate drinking aspirational

Making moderate drinking aspirational

While we encourage the enjoyment of beer and cider in moderation as part of a healthy lifestyle, we recognise that there are health and behavioural risks associated with consuming too much either over time or on single occasions.

Our global commitment is to spend at least 10% of our marketing budget on responsible drinking campaigns through the Heineken® brand, to spread the message that getting drunk isn’t ‘cool’. Using the Heineken® brand we can better resonate with consumers and, as our most international premium brand, Heineken® provides the perfect platform to do this.

In 2016 we kicked off the third in a series of exciting global responsible consumption campaigns, ‘Moderate Drinkers Wanted’ to make drinking responsibly aspirational. By showing positive behaviour instead of criticising bad behaviour, we believe we can help change consumer attitudes.

Tackling alcohol harm

Tackling alcohol harm

We’re widely recognised as an active partner in addressing alcohol-related harm. We’re a founding member of the Government’s Public Health Responsibility Deal and partner with Drinkaware, Best Bar None, Community Alcohol Partnerships, PASS, Scottish Government Alcohol Industry Partnership, and Addaction to deal with misuse.

For over ten years we’ve worked with Addaction – the UK’s largest alcohol addiction charity – to help the charity trial and evaluate innovative approaches to tackling alcohol harm.

Everyone in our business plays an active role in our partnership. Act for Addaction was launched as a call to action to all our colleagues to get closer to Addaction, and in turn, better understand the harm caused by alcohol misuse. In 2015, colleagues fundraised £158,000 for Addaction’s Right Turn programme – a service that gives support to veterans struggling with alcohol and substance misuse.

 

See our 2015 Sustainability Report for more.