The Tasting Panel magazine

September 2017

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september 2017  /  the tasting panel  /  87 That philosophy directly inspired the company's Brewing a Better World program, in which HEINEKEN lays out its commitment to sustainable and responsible practices. It focuses on six areas: reducing CO2 emissions, protecting water sources, sourcing sustainably, encouraging health and safety, growing with communities and promoting responsible consumption. In the U.S. specifically, HEINEKEN USA has centered its efforts on a campaign called the Building Better Cities project, which it separates into three key initiatives: environmental sustainability, responsible citizens and inclusive communities. As part of the first effort, the company has been working with two organizations focused on improving the glass- recycling processes in our country: the Recycling Partnership, a nonprofit looking to better residential recycling, and the Glass Recycling Coalition, which includes glass manufacturers, waste haulers, recycling processors and trade organizations. The company also arranges an annual Day of Giving, during which HEINEKEN USA employees take time out of their hectic schedules to volun- teer in a local setting. Over the past few years, volunteers have worked with the nonprofit GrowNYC to help clean up and make improvements to green spaces in New York City. The individual brands of HEINEKEN also participate in environmental action with campaigns of their own. Strongbow has Nature Remix, which aims to reconnect city dwellers with nature through projects like a farm on Swale, a 5,000-square-foot "food forest" and garden barge floating through New York City. Tiger Beer works with Air Ink, a unit that attaches to a vehicle's exhaust to capture pol- lution and convert it to safe ink, and the HEINEKEN brand has pledged its support to +Pool, a floating, Olympic-sized pool that will filter out contaminants in NYC's East River and clean up to a half-million gallons of water each day. To encourage responsible citizens, HEINEKEN also works to prevent underage drinking by supporting the Health Alliance on Alcohol, an organization that aims to educate parents on the issue. It also spends advertising money to promote moderate consumption through responsibility-focused messaging on the packaging, and offers free water at festival activations. Minimizing the harmful effects of drunk driving is another goal, and HEINEKEN offers discounted Uber codes at events across the country. While diversity is a sensitive topic to approach—one many companies shy away from—HEINEKEN is committed to creating a space where differences among people are respected and appreciated. This philosophy was highlighted in its ad "Worlds Apart," which became an internet sensation earlier this year. It also partners with Vital Voices, the Hispanic Federation and the Congressional Black Caucus in hopes of directly supporting those diverse voices. HEINEKEN has a strong commit- ment to doing what's best for the people it serves, so we can expect the company to not only produce great beer, but continue striving to Brew a Better World. PHOTOS COURTESY OF HEINEKEN

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