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HEINEKEN Publishes 2011 Sustainability Report

Significant progress achieved on Brewing a Better Future agenda

Published 04-05-12

Submitted by HEINEKEN

Today Heineken N.V. published its 2011 sustainability report. The report summarises HEINEKEN’s delivery against its public commitments, as well as overall progress on its global sustainability strategy ‘Brewing a Better Future’.

The report provides detailed updates on the Company’s 23 integrated programmes, built around its three strategic imperatives:

  • Continuously improve the environmental impact of HEINEKEN’s brands and business
  • Empower the Company’s people and the communities in which it operates
  • Positively impact the role of beer in society

Jean-François van Boxmeer, Chairman of the Executive Board/CEO, said: “By living our values each and every day we have the opportunity to create a sustainable business that we will be able to pass on to future generations of employees.”

Highlights from the HEINEKEN 2011 sustainability report:

  • In December 2011, HEINEKEN launched the latest phase of Enjoy Heineken Responsibly, its global responsible consumption platform. For the first time, the message and the advert itself were completely integrated within the brand’s overall ‘Open your World’ campaign. ‘Sunrise belongs to moderate drinkers’, the name of the advert celebrates and encourages aspirational behaviour among adult consumers. This campaign is a natural next step in HEINEKEN’s long-term commitment to encouraging responsible consumption. The approach breaks from the norm of traditional responsible consumption messages and takes a progressive stance by showing that drinking responsibly is aspirational.
  • In 2011, the Company reduced its CO2 emissions by 5% and water consumption by 4% compared with 2010. In addition, HEINEKEN made significant progress in adding renewables to the energy mix, with three solar energy projects in Spain, Portugal and Austria supported by grants from the EU. Wind energy will be used for a significant part of the Company’s energy consumption in Mexico.
  • In 2011, HEINEKEN continued to expand its local sourcing projects in sub-Saharan Africa, aiming to reach 60% of locally sourced raw materials in Africa by 2020. The Company now has projects covering eight countries and involving tens of thousands of farmers and their families. These include sorghum projects in Nigeria and rice projects in the Democratic Republic of Congo. HEINEKEN strengthens these activities through expanded farm training, which includes the distribution of rice to the food market. To date more than 30,000 households have received project support and more than 20,000 hectares are under improved management.
  • In 2011, the Company approved new or improved global policies relating to Fridges, Packaging, Distribution, Employees’ and Human Rights, and Occupational Health and Safety. The Supplier Code was implemented globally to ensure all suppliers are aligned with HEINEKEN’s principles.

HEINEKEN’s 2011 sustainability report reflects feedback that the Company received by reaching out to numerous stakeholders throughout the year and the report is based on the disclosure guidelines of the Global Reporting Initiative (GRI).

This year the full sustainability report will only be available in online format (at, making communication greener, more flexible and highly interactive. A short printed high-level summary of the report will be available on request as of 19 April.

The sustainability section on the Company website,, includes downloadable information about HEINEKEN’s sustainability performance and links to the 27 local market reports. HEINEKEN encourages dialogue around sustainability issues and encourages feedback from its stakeholders. Comments on the report may be sent to:

Press enquiries:

Anoeska van Leeuwen                                           

Corporate Communications Manager                       

Tel: +31 20 5239 355                                          


John-Paul Schuirink

Financial Communications Manager

Tel: +31 20 5239 355


Note to editors:

HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name - Heineken® - is available in almost every country on the globe and is the world’s most valuable international premium beer brand. The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 140 breweries with volume of 214 million hectolitres of group beer sold. HEINEKEN is Europe’s largest brewer and the world’s second largest by revenue. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Amstel, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Heineken, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, and Zywiec. Our leading joint venture brands include Cristal, Kingfisher, Tiger and Anchor. In 2011, revenue totaled €17.1 billion and EBIT (beia) was €2.7 billion. The number of people employed is around 70,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the Amsterdam stock exchange. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN's website:




Launched in 2010 'Brewing a Better Future' is HEINEKEN's long-term sustainability ambition for 2020. 22 integrated programmes make up the ambition, focussing on improving the environmental impact of HEINEKEN's brands and business, empowering people and the communities in which HEINEKEN operates and positively impacting the role of beer in society.

Amongst the commitments Heineken has made as part of its approach to sustainability are:

  • by 2020 a reduction of specific direct and indirect CO2 emissions in breweries by at least 40% and a reduction in specific water consumption by at least 25%
  • to expand to €20 million the funding for the Heineken Africa Foundation
  • to expand the local sourcing of raw materials in Africa to 60% by 2020
  • the continuous reduction of our CO2 footprint of our brands
  • by 2015 ensuring that all markets have a partnership that help the company play its part in reducing alcohol abuse
  • by 2015 for every majority-owned business to have a sustainability plan and to report publicly on its progress and commitment.

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