The vast majority of people consume beer in a responsible way. For them beer equals fun. Unfortunately a small minority abuse alcohol. They drink in the wrong places, at the wrong time or simply drink too much. Heineken wants to play an active role in reducing alcohol abuse.
Personal responsibility is the key word in our alcohol policy.
We believe this can be achieved most effectively through self-regulation of the brewing industry and we are a strong supporter of clear, responsible commercial communication. We are active in a number of international programmes aimed at promoting the responsible use of alcohol. The Amsterdam Group was established to promote the responsible use of alcohol as a traditional and valuable part of European culture. We are committed to fulfilling our obligations towards society with regard to the responsible use of alcohol. We therefore believe that manufacturers of alcoholic beverages should ensure that their products are marketed and sold in a responsible way throughout the world.