Responsible drinking – Corporate social responsibility strategy (CSR –

strategy)

Beer brands are increasingly expected to promote “responsible” consumption

to their user and society. Moreover, many governments have placed restrictions
on how beer companies can promote their products just as they have done with
tobacco. As a premium brand that embaces quality over quantity, Heine

ken seeks to promote a responsible

drinking culture. This became an even more visible component of Heineken’s
communications stratey in 2008, with initi
atives aimed at raising awareness of responsible alcohol consumption.

This follow on from its first worldwide internet-based ‘responsible drinking

campaign” called “Know the Signs” which run during 2009. The goal of
campaign was to create more self – awareness among Heineken drinkers about
excessive alcohol consumption.
Heineken displayed an “Enjoy Heineken Responsibly” tagline on promotional
boards at Champions League soccer matches, which draw 850 millio television
viewers weekly and are Heineken’s main sponsorship platform.

Make “ the Give yourself a Good Name’ slogan encouraged consumers to drink
responsibly on nights out.

It has tied in its CSR strategy to its music sponsorship – The Greenspace
concept transforms abandoned urban spaces into cultural centres