Heineken improving unit awareness amongst consumers

This case study outlines what action Heineken has taken to deliver on their commitment to pledge A1. Alcohol Labelling.

HEINEKEN is the UK’s leading cider and beer producer. Our brands include Strongbow, Bulmers, Heineken®, Foster’s, Kronenbourg 1664 and Desperados.

At HEINEKEN, we believe that it is important for consumers to have the information to enable them to make a responsible choice regarding their alcohol consumption. That is why we were one of the first companies to introduce unit labelling on our cans and bottles.

Many of our products are sold in draught in the on trade (pubs, restaurants and hotels). To ensure that on trade consumers have the information available to make a responsible choice we introduced 11 million branded glasses into the market with unit information in 2011.

Having delivered on our commitment to produce 11m unit labelled branded glasses in 2011 we went further than our initial commitment. In 2012 and 2013 we provided an additional 8.6 million unit labelled branded glasses to our on trade customers in pubs and bars across the UK as well as at major events such as the 2012 Olympics, the Heineken Cup and the Champions league. By the end of 2013, we had provided almost 20 million unit labelled glasses to the UK market.

Going forward, we will continue to ensure that all our new branded glassware is unit labelled.

Here are some examples of our unit labelled glasses:

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In Alcohol Network, Case studies

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