AI – 4. Heineken

We will distribute 11 million branded glasses into the UK on trade showing alcohol unit information by end of 2011.

Pledge update, December 2012

HEINEKEN is Britain’s leading beer and cider producer. Our brands include HEINEKEN, Foster’s, Strongbow, Bulmers, John Smiths and Kronenbourg 1664.

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. This 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) and HEINEKEN has around 28% of the UK market for beer and cider sold in the on trade. 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.

Although we have now reached our commitment, we continue to provide unit labelled glassware to the on trade. In 2012, we have:

  • Introduced around 2.6 million additional, unit labelled glasses into the on trade market; and
  • Introduced over 2 million additional unit labelled plastic glasses for use at the Olympics and HEINEKEN Cup events.

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

This pledge has been completed.

In Individual Pledges

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