Sitemap

Heineken

Brewing a Better World Together

From barley to bar, more than 150 years, we are committed to making a positive impact on the world around us. We are aware that we can only progress if our people, the planet and the communities that surround us also progress

Our sustainability programme “Brewing a better world” was launched in 2009 and today forms integral part of our EverGreen business strategy, encompassing a set of ambitious plans and commitments made with the aim of achieving a positive environmental impact in the domain of social sustainability and the promotion of the responsible consumption of alcohol.

ON THE PATH TO NET-ZERO

On our journey to net zero, we are oriented towards concrete actions aimed at reducing our carbon footprint, in close cooperation with customers, consumers and suppliers.

We have committed ourselves to being completely carbon neutral in our production processes by 2030, and across our entire value chain by 2040, through the maximum use of renewables and increased energy efficiency. In the domain of the circular economy, thanks to major infrastructure investments, we have achieved zero waste to landfill in both our breweries – in Zaječar and Novi Sad. We place an emphasis on the use of returnable packaging and are continuing to develop innovative packaging, thereby reducing the amount of plastic we use each year.

PROTECTING WATER RESOURCES

With a contribution exceeding 95 per cent, water is the main raw material in the process of producing beer, which is why caring for this resource also means taking care to ensure the quality of the beverage that we produce. As a signatory of the UN Global Compact, we encourage all pf our partners and suppliers to use water responsibly, and our commitments and targets in the field of protecting water resources are additionally defined by our Towards Healthy Watersheds strategy, which we are also implementing in Serbia. This programme is built on three principles: water efficinecy, water circularity and water stewardship.

HEINEKEN pivara Novi Sad

We’ve reduced the amount of water used in our production processes by 75 per cent over the past decade, and we are striving to maintain this trend. On the other hand, the water we use in the entire process of producing beer is ultimately released into nature, but this is done in a strictly controlled manner. Our breweries in Novi Sad and Zaječar have special plants that purify the water and render it safe for the environment before it is finally released into nature.

We presented our new “Reservoir” national campaign in September 2023, which – apart from raising awareness of this important issue – will contribute to preserving and restoring Serbia’s natural water resources, improving their use and access to clean drinking water. In cooperation with NALED, as our longstanding partner, we will work to renovate public fountains and artesian wells, with a focus on Novi Sad and Zaječar, wastewater treatment, education, volunteer activities etc. Working in cooperation with the City of Zaječar and the Association “ZA česme” [FOR drinking fountains], we restored four artesian drinking fountains, some of which date back more than a century, and we will also restore another three.

WE EMBRACE INCLUSION AND DIVERSITY

As part of our EverGreen strategy, embracing equality is a very important aspect of our journey to being a fair and inclusive company. On Heineken’s journey towards gender equality, the company has made its first ever public commitment to empower women and increase the percentage of women holding leadership positions in senior management globally to 30% by 2025 and 40% by 2030. We’ve already achieved these aims at the level of the leadership team in Serbia, having reached 40% of women in management positions, while this ratio is an ideal 50% at the level of senior management!

We have committed ourselves to ensuring equal pay for equal work for colleagues of both sexes and are strongly committed to the issues of safety, human rights and business conduct. Apart from workers employed directly by Heineken, we also ensure fair and equal pay and working standards for indirect employees as well as for our brand promoters.

With the aim of ensuring all 80,000+ employees worldwide feel a sense of acceptance by the company, Heineken has formed a team of over 100 inclusion and diversity ambassadors, who help curate action plans that address locally relevant challenges.

At Heineken we are establishing social impact initiatives that support the UN Sustainable Development Goals (UN SDGs), which are in line with the mission of our company. We are actively engaged in the creation of an optimal business climate and environment through joint dialogue, where the implementing of initiatives on the issue of packaging waste management are of particular importance to us.

More than 85% of the raw materials that we use for the production of beer at our breweries in Zaječar and Novi Sad are sourced in Serbia, while 100% of the suppliers we collaborate with have signed the Heineken Code of Business Conduct, thus confirming that they operate in accordance with the highest standards, and with respect for human rights and the environment.

RESPONSIBILITY AND MODERATION

On the road to responsible consumption and no harmful use of alcohol, at Heineken we always offer a choice. We are investing in innovation in our portfolio of non-alcoholic beverages, and through our Heineken 0.0 brand we ensure that all our consumers always have the possibility to choose. For us, the slogan “Brewing a better world” also means empowering consumers by providing choices, as well as communicating transparently and with zero tolerance for the harmful use of alcohol. Moderation, responsible consumption, is of fundamental importance to our entire industry and at Heineken we support and promote it in all our activities.

As a producer of beer that’s present in most countries, it is our responsibility and ambition to brew a better world together, with partnerships, a positive contribution and limiting negative impacts. At the same time, we believe that we’re on the right track as a supporter and partner of the local communities where we operate, placing sustainability and responsibility at the heart of our business as we write our next growth chapter.

WHEN YOU DRINK NEVER DRIVE

With the aim of raising awareness of the importance of the responsible consumption of alcohol, we joined forces with the Auto-Moto Association of Serbia on a campaign entitled ‘Kad ide tura, ne ide gas’ [When you drink never drive]. This is the first partnership in Serbia between the beer industry leader and the national association of drivers, representing an innovative step on the issue of responsibility.

Through various channels of communication and exclusive video content, but also innovative activities at driving schools throughout Serbia and at the branches of AMSS and AMS Insurance, the messages of our campaign have so far reached more than two million drivers in Serbia. Trophy-winning racing driver Nikola Miljković, the youngest ever champion of the FIA International Hill Climb Championship, also joined the campaign with the aim of contributing to further strengthing and increasing the visibility of our messages with his example of responsible conduct, but also with his credibility as an experienced driver.

Given that in business, just like in life, a reliable partner is essential, this campaign represents a step forward in educating drivers about the responsible consumption of alcohol and conscientious conduct in traffic, and is also a way of achieving our ambitious goal of reaching all of the more than three million drivers in Serbia.

CorD Recommends

More...

Iosif Vangelatos, General Manager, Inos Balkan

Proud of Tripling Trade Volume

Inos Balkan already possessed extensive expertise in the recycling sector, with its collection and processing centres, while it has today transformed itself successfully to...

Aris Karousos, CEO of Eko Serbia

Drivers Know Why They Choose Eko

Two decades ago, when this company launched its operations in Serbia, the desire was for the EKO brand to become synonymous with reliability, quality...

Danilo Đurović, General Manager, Autotechnica Serbia – Hertz

Introducing Flex Drive

As part of the Autohellas Group, which has been the absolute leader of Greece’s automotive sector since 1974, Hertz is more than just a...

Nikos Veropoulos, Owner, Veropoulos

Super Vero, Super Successful

For two decades already, company Veropoulos has been known on our market for its unique offer and high-quality products at promotional prices, but also...

News

Pendarovski Seeks Reelection Amidst Broad Support

In a significant political development, Stevo Pendarovski, the President of North Macedonia, has announced his intention to run for...

31st Kopaonik Business Forum Kicks Off Amid Global Uncertainties

The prestigious Kopaonik Business Forum, now in its 31st year, commenced on the Serbian ski resort of Kopaonik, with...

From the Seized Tobacco, 7 Tons of the Highest Quality Organic Fertilizer Were Obtained

Over 5 tons of illegal cut tobacco, as much as 3.5 tons of leaf tobacco, 26,000 boxes of cigarettes,...

Balkan Borders Blur as Free Labor Movement Pact Launches

Marking a significant shift in the labor markets of Southeast Europe, Serbia, Albania, and North Macedonia have forged an...

Southeast Europe Unites in Support for Ukraine at Tirana Summit

In a striking demonstration of unity from Tirana, Southeast European leaders, together with Ukraine's President Volodymyr Zelenski, have collectively...

Balkan Borders Blur as Free Labor Movement Pact Launches

Marking a significant shift in the labor markets of Southeast Europe, Serbia, Albania, and North Macedonia have forged an...

Serbia Commits €5.4 Billion to Renewable Energy by 2030

Serbia's state-owned power company, Elektroprivreda Srbije (EPS), has announced an ambitious plan to invest €5.4 billion in renewable energy...

Serbia and Angola Cement Cultural Bonds with New Cooperation Programme

Serbia and Angola have inked a Cultural Cooperation Programme set to span from 2024 to 2026, as announced by...

Serbia Awards Distinctions to Notable Personalities on National Day

In a ceremonial tribute to Serbia's National Day, President Aleksandar Vučić presented awards to a host of esteemed individuals...

Western Balkans Eye EU Membership by 2028

At the esteemed Munich Security Conference, a cornerstone event in global security discourse, leaders from North Macedonia, Albania, and...

Balkan Borders Blur as Free Labor Movement Pact Launches

Marking a significant shift in the labor markets of Southeast Europe, Serbia, Albania, and North Macedonia have forged an...

Serbia Commits €5.4 Billion to Renewable Energy by 2030

Serbia's state-owned power company, Elektroprivreda Srbije (EPS), has announced an ambitious plan to invest €5.4 billion in renewable energy...

Serbia and Angola Cement Cultural Bonds with New Cooperation Programme

Serbia and Angola have inked a Cultural Cooperation Programme set to span from 2024 to 2026, as announced by...

Serbia Awards Distinctions to Notable Personalities on National Day

In a ceremonial tribute to Serbia's National Day, President Aleksandar Vučić presented awards to a host of esteemed individuals...

Western Balkans Eye EU Membership by 2028

At the esteemed Munich Security Conference, a cornerstone event in global security discourse, leaders from North Macedonia, Albania, and...