Playing our role in societal issues
At an industry level and in every market where we operate we are
engaging with concerned groups on issues that are associated with
the way we make our products, how we promote them and the way
they are enjoyed. Through our Brewing a Better World initiative we
are focusing on the areas where we can make the greatest impact.
Heineken® continues to find ways to positively influence attitudes
towards excessive drinking. In a number of key markets we invested
10 per cent of the brand’s media budget in the ‘Sunrise’ and ‘Dance
More. Drink Slow’ enjoy responsibly campaigns. At the same time we
are consistently finding ways to reduce the amount of energy and
water that is used to brew our products. As part of our commitment
to inclusive growth, our local sourcing activities, primarily in Africa,
are helping more than 100,000 farmers to invest in better processes,
increase their yields, generate new revenue streams and build better
lives for their families.