Commitment details

Information about the commitment

Submission number 1316775164563-1434
Submission date
  • 08-Sep-2011
Owner of the commitment Heineken (International)
Name of the organisation's representative in the forum Cath Templeton
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment Partnerships to encourage responsible consumption and address alcohol related harm
Commitment summary Heineken has a long history of promoting responsible alcohol consumption. As one of the world's leading brewers, we encourage the enjoyment of beer in moderation as part of a healthy, balanced lifestyle.

However, we know that there are clear health and behavioural risks associated with consuming too much alcohol either over time or on single occasions. There are also occasions when it's better not to drink any alcohol at all. We care about the consequences of alcohol misuse.

As an industry leader with a global business, Heineken has an active role to play in promoting responsible consumption in all markets where we operate. We want to be accepted as part of the solution to reducing alcohol related harm.

Working in partnership enables us to contribute effectively to reducing alcohol related harm; increase our understanding of alcohol misuse issues; and achieve outcomes that we and our partners could not achieve on our own.

All Heineken operating companies in the EU will have at least one partnership where they are encouraging responsible consumption or addressing alcohol related harm. We will focus on partnerships related to drink driving, underage drinking, excessive consumption or health related harm. Our operating companies will determine the local priority issue for action.

New partnership criteria and support materials will be developed and shared with Heineken operating companies to ensure that there is a consistent approach and a focus on quality, value and impact.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment

Contact Point

Contact name Cath Templeton
Organisation Heineken International
Title/Position Responsible Consumption and Alcohol Policy Manager
Address
Tweede Weteringplantsoen 21
1017 ZD Amsterdam
Other
Tel 316 2375 9046
Fax
Email catherine.templeton@heineken.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) Heineken has a long history of promoting responsible alcohol consumption. We want to be recognised as an industry leader in implementing a consistent, effective approach to encouraging responsible attitudes to alcohol. We want to be accepted as part of the solution to reducing alcohol related harm.

Some of our operating companies are already working with third parties to encourage responsible consumption and to understand and address alcohol misuse. This commitment is about increasing the value and impact of current partnerships as well as encouraging additional operating companies to establish partnerships. Partnership activities will vary from country to country depending on the local priority issue. Therefore it is possible that several of the Forum priorities will be addressed with this commitment.
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
Baseline Some of our operating companies are already working with third parties to encourage responsible consumption and to understand and address alcohol misuse. However, there is no consistent approach. This commitment is about increasing the value and impact of current partnerships as well as encouraging additional operating companies to establish partnerships. Current partnerships will be assessed against newly developed partnership criteria that focus on the quality and impact of partnership activity. A toolkit with relevant support materials will be developed and shared with our operating companies to help them develop and maintain partnerships that meet the desired criteria.
Start date Sep-2011
End date
Expected interim date
  • 01-Jun-2012
Final report date
  • 01-Jun-2015
Member states
  • Austria
  • Belgium
  • Bulgaria
  • Czech Republic
  • Greece
  • Spain
  • Finland
  • France
  • Hungary
  • Ireland
  • Italy
  • Netherlands
  • Netherlands
  • Portugal
  • Romania
  • Slovak Republic
  • United Kingdom
Other concerned countries

Commercial communication

Target
Tool
Description

Consumer information

Target
Tool
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States This commitment is about increasing the value and impact of current partnerships as well as encouraging additional operating companies to establish partnerships. Current partnerships will be assessed against newly developed partnership criteria that focus on the quality and impact of partnership activity. A toolkit with relevant support materials will be developed and shared with our operating companies to help them develop and maintain partnerships that meet the desired criteria. Operating companies will be supported to develop and maintain partnerships that meet the criteria. Progress will be monitored formally at least annually as part of internal reporting processes related to Heineken's sustainability strategy Brewing a Better Future. Achievements will be communicated via the annual Heineken Sustainability Report.

Information on monitoring

Objectives Increase number of operating companies that have partnerships with a third party encouraging responsible consumption or addressing alcohol related harm that meet the new partnership criteria focussed on partnership quality and impact.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Our partnership activity focuses on four priority areas: drinking and driving; underage sales/consumption; health related harm; excessive consumption.

Input indicators

Number of people involved 18 (At least one person in each operating company & head office)
Time spent (Man/hours)
Cost (please indicate in €) To be determined depending on local partnership activity requirements
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other No. of markets with partnerships that meet the desired criteria.

Each in-country partnership will have different output indicators depending on partnership activity.

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology
  • Questionnaire
  • Structure interviews
  • Randomized studies
  • Media surveys

Details about the monitoring report

Title of the commitment
Partnerships to encourage responsible consumption and address alcohol related harm
Name of the Forum member organisation owning the commitment
Heineken (International)
Name of the Forum member organisation owning the commitment
Heineken (International)
Is this a report for an ongoing commitment or a final report?
INTERMEDIATE
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
September 2011 - December 2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Kieran Simpson
Global Public Affairs Manager
Tweede Weteringplantsoen 21
1017 ZD Amsterdam The Netherlands
kieran.simpson@heineken.com
Commitment summary (based on summary given in original commitment form):
Heineken has a long history of promoting responsible alcohol consumption. As one of the world's leading brewers, we encourage the enjoyment of beer in moderation as part of a healthy, balanced lifestyle.

However, we know that there are clear health and behavioural risks associated with consuming too much alcohol either over time or on single occasions. There are also occasions when it's better not to drink any alcohol at all. We care about the consequences of alcohol misuse.

As an industry leader with a global business, Heineken has an active role to play in promoting responsible consumption in all markets where we operate. We want to be accepted as part of the solution to reducing alcohol related harm.

Working in partnership enables us to contribute effectively to reducing alcohol related harm; increase our understanding of alcohol misuse issues; and achieve outcomes that we and our partners could not achieve on our own.

All Heineken operating companies in the EU will have at least one partnership where they are encouraging responsible consumption or addressing alcohol related harm. We will focus on partnerships related to drink driving, underage drinking, excessive consumption or health related harm. Our operating companies will determine the local priority issue for action.

New partnership criteria and training materials will be developed and shared with Heineken operating companies to ensure that there is a consistent approach and a focus on quality, value and impact. We will help our operating companies to tailor the global framework to meet their local priority issue, market needs and internal capacity.
Web site/s relating to the commitment
http://www.heinekeninternational.com
Description of the implementation of the commitment
Our commitment is about helping our operating companies to work effectively in partnership with third parties to address alcohol related harm. We want to increase their knowledge and capacity to create and maintain partnerships that have measurable impact on addressing alcohol related harm.

Seven partnership criteria have been defined to help our operating companies understand more about working effectively in partnership. The criteria include: relevant issue; credible and effective partner; agreed and documented objectives, actions, measures and targets; more than funding; sound evaluation; third party recognition; measurable impact. Partnership criteria guidance has been communicated to all Heineken operating companies.

Much of the initial work focussed on creating strategy and plans, identifying relevant key performance indicators and establishing the current benchmark.

In 2012, a partnerships toolkit was shared with operating companies to help build their capacity to work in partnership. Additional tools and resources were highlighted in the toolkit. Improved quarterly reporting provided greater visibility of actual performance, skill gaps and best practices. Individual OpCos were provided with targeted support based on their identified knowledge gaps. A workshop focussing on best practice parent-focussed partnerships identified lessons learnt and guidance notes for those operating companies considering this focus area.

Currently, work is progressing on developing and presenting training sessions to meet common knowledge and skill gaps as well as sharing best practice. Following on from the success of the best practice parents partnership workshop, two new sharing best practice workshops are planned: Drink Driving and Measurement and Evaluation.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
Objective: Increase the number of Heineken operating companies that have partnerships with a third party encouraging responsible consumption or addressing alcohol related harm that meet new partnership criteria focused on partnership quality and impact.

All our operating companies in the European Union now maintain at least 1 partnership.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
We have identified in our submitted commitment the four key focus areas for our partnership work. Our operating companies select their market's priority for their partnership activity.

With this commitment, the following Forum aims have the potential to be addressed:
Strategies aimed at underage drinking
Information and education programmes on the effect of harmful drinking and on responsible patterns of consumption
Possible development of efficient common approaches throughout the community to provide adequate consumer information
Actions to better enforce age limits for selling and serving alcohol
Cooperation to promote responsibility in and prevent irresponsible commercial communication and sales

By end 2012, the following focus areas were being addressed by the 17 Heineken operating companies:
Underage sales/consumption: 5 companies
Drinking and driving: 4 companies
Excessive drinking: 4 companies
Health related harm: 2 companies
Other focus area: 2 companies

For a partnership example, please refer to our submitted EAHF commitment about the partnership between Heineken UK and Addaction for the Manchester Resettlement Project. This activity focuses on ex-prisoners with alcohol issues returning to the Manchester community. It meets the Forum aim: information and education programmes on the effect of harmful drinking and on responsible patterns of consumption.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
Working in partnership with a third party to address alcohol related harm has been established as a work stream in Heineken's global sustainability strategy, Brewing a Better Future. A work stream leader has been appointed.

All operating companies have nominated a person who is responsible for leading work on this project locally.

The work stream leader also worked with the Brewing a Better Future team to identify measures and targets for tracking progress on this work stream that are now incorporated into the Brewing a Better Future quarterly reporting process for operating companies. Data from this quarterly reporting is the basis of this update.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
Development of new partnership criteria
Seven partnership criteria have been defined to help our operating companies understand more about working effectively in partnership.
The criteria are: relevant issue; credible and effective partner; agreed and documented objectives, actions, measures and targets; more than funding; sound evaluation; third party recognition; measurable impact. Criteria guidance has been communicated to all Heineken operating companies.

Benchmark survey
A survey based on the criteria was completed by operating companies that already had partnerships. As well as a benchmark, it also helped check understanding and interpretation of the partnership criteria guidance notes. It also gave a basic indication of gaps in current performance and shared skill needs.

Tracking progress
We have integrated tracking individual company performance against the partnership criteria within the quarterly reporting processes of Heineken's sustainability strategy, Brewing a Better Future.

Partnerships toolkit
A toolkit based on the criteria has been shared with all operating companies. It guides operating companies through the steps to developing, implementing and evaluating a partnership, using the seven partnership criteria. Additional tools and resources are also noted. It is planned to use the toolkit as the basis of training that addresses shared needs in 2013.

Parents Partnerships Workshop
In 2012, representatives from OpCos with best practice parents partnerships came together in a workshop to identify lessons learnt and advice to others. The workshop covered potential partnership activities, partner types, non-financial contributions and measures. Guidance notes were created and shared with other operating companies.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
No. of operating companies working in partnership with a third party to address alcohol related harm):
End 2012: 17/17 (Head Office is no longer in scope for this Brewing a Better Future work stream)
End 2011 16/18 (18 operating companies in scope)
Medium term
No. of partnerships with agreed and documented objectives, actions, measures and targets:
End 2012: 16/17
End 2011: 12/18
No. of partnerships with monitoring & evaluation processes:
End 2012: 15/17
End 2011: 10/18

No. of partnerships contributing more than funding:
End 2012: 15/17
End 2011: 12/18

The quality of achievement against these indicators was checked and confirmed during 2012.
Long term
All operating companies in scope have a partnership.

In 2013, all our operating companies in the EU (18) had a partnership. Seventeen out of those met all 7 of HEINEKEN's criteria.

An overview of topics covered per country:

Austria Health related harm
Bulgaria Drinking and driving
Croatia Drinking and driving
Czech Republic Underage consumption
Greece Drinking and driving
Hungary Excessive consumption, underage consumption
Poland Excessive consumption, underage consumption
Romania Health related harm
Slovakia Drinking and driving
Belgium Health related harm
France Excessive consumption
Ireland Health related harm
Italy Drinking and driving
Netherlands Responsible consumption
Portugal Drinking and driving
Spain Drinking and driving
Switzerland Drinking and driving
United Kingdom Health related harm
Other
Development of indicators to measure implementation and impact of our partnership activity
We are looking to identify a list of indicators that our operating companies can use to measure their partnership activity. We are also looking for a small set of indicators that might be applied to Heineken's partnership work globally to show the impact and value of our activity. In 2012 a draft set of indicators was prepared. In 2013, operating companies will be asked for feedback on the draft indicators.

Training Sessions
Based on quarterly performance reporting, shared skill and knowledge gaps have been identified. A key focus area is measurement and evaluation. In 2013, targeted participants will be invited to training that will help them identify potential measures for monitoring the implementation and impact of their partnership activity. They will also learn how to use the data they collect to show their stakeholders the value and impact of their partnership activity on addressing alcohol related harm.

Drink Driving Partnerships Workshop
In 2013, a workshop based on the format of the successful parents partnerships workshop will focus on participants' drink driving partnership experience to identify lessons learnt and advice to others. It will cover potential partnership activities, partner types, non-financial contributions and drink driving measures. Guidance notes will be created for sharing with other operating companies.
Evaluation details (tools and methods used, internal or external evaluators...)
Measurement and impact are important elements of our partnership approach. Our training and support materials include guidance on tracking and reporting progress as well as evaluation.

Measures and targets for tracking progress on this commitment are now incorporated into Heineken's sustainability strategy (Brewing a Better Future) quarterly reporting process for operating companies. Data from this quarterly reporting is the basis of this update report and is independently verified.
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
It will be the partnerships created and/or strengthened via this commitment that will individually address alcohol related harm. We are asking our operating companies to select their market's priority from four focus areas: drinking and driving, underage sales/consumption; health related harm; and excessive consumption.

Each in-country partnership is required to identify and monitor project specific indicators that best meet the needs of their partnership activity. These measures and targets are recorded in their partnership implementation plans and tracked within project reporting processes.
However, currently it is difficult to identify a full set of indicators related to this commitment. We are exploring opportunities for common indicators to be applied within each focus area that track the community impact and value. We will use as a basis a project undertaken by one of our operating companies on evaluation indicators for alcohol interventions.

When we have identified opportunities for common indicators within the four focus areas, these could be added as indicators to this commitment.
Dissemination (How were the results of the commitment disseminated?)
Heineken's partnerships with third parties addressing alcohol related harm are published as part of Heineken's Sustainability Report. The annual report is published every April. Responsible Consumption is reported on as one of four focus areas of our sustainability strategy.

The current report can be found here:

http://www.theheinekencompany.com/sustainability/our-focus-areas/responsible-consumption
References to further information relating to the monitoring of the commitment
Detailed reporting on our Partnerships is available online. Via http://www.theheinekencompany.com/information-centre it is possible to select under 'sustainability' the local reports both by region and per individual EU country.
Attachments