Responsibility is at the heart of our alcohol policy. We want to produce, market and sell beer in ways that have a positive impact on society. Promoting awareness of the advantages and disadvantages of alcohol – to encourage informed consumers to be accountable for their own actions – is one of the most important challenges we face.

Our responsibilities are as follows:

• To promote responsible consumption of alcohol;
• To help prevent misuse and abuse of alcohol;
• To ensure responsible consumption of beer remains socially acceptable;

The only way to tackle alcohol abuse is to use the expertise, authority and influence of the Heineken Group and others in our industry to promote responsible consumption of alcoholic products. We can make sure our advertising and marketing does not, even unwittingly, suggest inappropriate consumption. We can work with governments and non-governmental organisations to produce accurate, unbiased information about responsible consumption. Self-regulation based on mutual trust is the best way forward.

Drinking Responsibly supports a targeted approach. The few who drink alcohol irresponsibly create problems for themselves and others. The alcohol is not the cause of the problem. It is the way in which these individuals consume the product. Targeted strategies – designed to educate and remind consumers about the effects and risks of alcohol – have a much higher chance of success because they tackle the problem at its root. Our strategies are designed to help consumers make the right decisions about when to drink, when not to drink and how much to drink.