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Responsible consumption - a path to moderate and responsible consumption

Always a choice

  • A zero alcohol option for two strategic brands in the majority of our markets (accounting for 90% of our business) by 2023
  • Clear and transparent consumer information on 100% of our products by 2023

Address harmful use

  • 100% of markets in scope have a partnership to address alcohol-related harm

Make moderation cool

  • 10% of Heineken® media spend invested every year in responsible consumption campaigns, reaching 1 Billion consumers 
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Responsible Associated Initiatives

The promotion of responsible consumption involves the offer of a portfolio of beverages with low alcohol content and without alcohol to facilitate consumer choices; combating alcohol abuse, including topics such as the prevention of underage drinking and drinking and driving; the development of credible partnerships, working on and reinforcing the themes of responsible consumption.

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