One of the main pillars of the social responsibility at Heineken Romania is the Social one. Heineken Romania carries out educational and informative programs under the umbrella called “Enjoy responsibly!”. Heineken promotes responsible alcohol consumption and admits the fact that an irresponsible consumption – at inappropriate moments or consumed excessively – might bring a prejudice to the individual or to the society. This is why Heineken takes the responsibility to sell and to promote the beer in a responsible way.
Based on the alcohol policy, we have three areas of actions regarding it:
Alcohol and work:
By the Cool@Work program we encourage our employees to consume beer in a responsible way. We have been carrying out this internal informative program regarding alcohol for a few years. The program informs the employees about the effects of alcohol and explains them how they can consume it responsibly. The program was delivered to the employees by a series of trainings. Responsible Commercial Communication:
We believe that we must promote the responsible alcohol consumption by the commercials and promotions. For over 40 years we have been having established rules for a responsible commercial communication. The policy of our company says that in none of our commercials we must encourage irresponsible alcohol consumption and that they must be addressed only to the persons that are over the minimum legal age for alcohol consumption.
Commercial responsability communication code
Enjoy Heineken Responsibly:
Heineken is aware of the duty it has to help consumers understand what responsible and irresponsible consumption mean. In November 2004 the “Enjoy Heineken Responsibly” initiative was launched. Heineken bottles and cans have the “Enjoy Heineken Responsibly” message and the invitation to visit the website www.enjoyheinekenresponsibly.com written on them. From the website, the consumers can find out further information regarding the effects of the excessive alcohol consumption and explanations about what does a responsible alcohol mean.
Know the Signs:
The campaign extends the well-established “Enjoy Heineken Responsibly” programme and aims to encourage more informed choices and better drinking habits amongst those who display irresponsible behavior and consumption patterns.
The idea of the campaign is that when having drunk too much, one does things that wouldn’t normally do. Heineken teaches us how to recognize the signs preceeding the drunkeness. The five tipologies presented in the campaign are: the Exhibitionist (the one who becomes too joyful), the Fighter (the one who becomes too agresive), the Crier (the one who becomes melancholic and talks to anyone who is disposed to listen), the Groper (the one who haresses by an inadeqated behavior) and the Sleeper (the one who can sleep anytime, anywhere after having drunk too many glasses). The website of the campaign www.knowthesigns.com can be accessed from the www.heineken.ro website.
At the industry level we are part of the Romanian Brewers’ Association and together with them we conduct educational campaigns on the responsible alcohol consumption theme, like: “The reality changes when drinking after having drunk” and “The alcohool doesn’t make you big”. Commercial communication code Berarii Romaniei 
In the same direction of promoting responsible alcohol consumption, Heineken Romania will sustain ALIAT (Alliance for Fighting Against Alcoholism and Substance Addicions) in starting a project aiming to prevent the abusive alcohol consumption and to increase the accesibility of the treatment in this area. The project will be oriented towards finding real sollutions and towards educating the population regarding the responsible alcohol consumption.
In the same direction of promoting a responsible alcohelp consumption, Heineken Romania sustained ALIAT in launching the first Romanian on-line counseling and e-health intervention centre for persons with problematic alcohol consumption (www.alcohelp.ro). Developed and managed by specialists in mental health and by specialists in the improvement and treatment of abusive alcohol consumption problems, www.alcohelp.ro represents a free tool for the prevention, intervention and orientation towards specialized services, tailored for persons with problematic alcohol consumption. The on-line platform is easy to use and which guarantees the confidentiality and anonymity of those who use it.
“We believe that our beers bring great taste and enjoyment to their consumers provided they are consumed with moderation. Beer is a part of a healthy, modern lifestyle, but only if consumed responsibly. Therefore we decided to support ALIAT in creating and launching the first Romanian on-line centre specialized in the treatment of problematic alcohol consumption. The initiative fits perfectly with our views on responsible consumption. We strongly believe that this instrument conceived and managed by specialists in mental health is an effective and accessible prevention and treatment method for excessive consumption, that will have good results.”, states Jan Derck van Karnebeek, General Manager Heineken Romania.
In August 2009, Heineken Romania launched the on-line communication component, part of the social responsible consumption platform, dedicated to informing and educating consumers regarding the responsible alcohol consumption. The on-line component consists of websites dedicated to each of the romanian key brands in Heineken Romania’s portfolio.
- Ciuc Premium (www.consumaciucpremiumresponsabil.ro)
- Golden Brau (www.consumagoldenbrauresponsabil.ro_
- Neumarkt (www.consumaneumarktresponsabil.ro)
- Bucegi (www.consumabucegiresponsabil.ro)
The online communication component presents, in a unique manner, using Heineken Romania employees, specific information regarding alcohol, guides the consumer and presents the risks of a irresponsible consumption and the impact on the social and personal.
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