Heineken UK has a strong history of contributing to its local communities. The business is one that has long been at the heart of communities, both through brewing and cider making as well as its links to the pub trade.
Identifying issues pressing to communities and relevant to the business
The company uses a broad stakeholder engagement process to identify social issues most relevant to the business and pressing to the communities in which it operates. Alcohol misuse is a key issue.
Heineken UK believes that moderate alcohol consumption can play a part in a healthy lifestyle and that as an alcohol producer it has an active role to play in encouraging community awareness of responsible consumption. Heineken UK is a major supporter of the Drinkaware Trust and builds strategic community partnerships with social care organisations. These partnerships pilot new and innovative ways to encourage responsible alcohol consumption and reduce the harm caused by alcohol misuse.
Planned programmes of activities are developed, implemented and evaluated so that the community impact and value of the partnerships can be demonstrated. Case studies are prepared so that partnership learnings can be shared with other communities. As well as opportunities to encourage alcohol responsibility, the company focuses on building long term relationships especially with communities where there are major Heineken UK sites. In most cases, Heineken UK is one of the largest employers in a location and has a long history of being in that area. Employees usually live nearby.
Their grassroots community activity supports projects that encourage community pride, strengthen networks, bring different parts of the community together and encourage health and well being, especially through education and training.
Heineken UK works collaboratively with external organisations such as community foundations to identify activities that address community priorities and are linked to Heineken UK’s business objectives.
Integrating community investment in its commercial business
S&N Pub Company provides commercial support to tackle the demise of community pubs and the corresponding impacts on local economies and communities. The company provides targeted support and training to lessees of pubs to help them sustain their businesses and reduce the number of community pubs closing every year.
Leveraging appropriate resources
The company works with partners to define clear objectives, measures and targets for its project activity. It also identifies opportunities to contribute more than funds to projects, such as sharing networks or skills so that it can involve employees in its relationships.
Heineken UK recognises that community activities can increase employee engagement, encourage inter-departmental and inter-site interaction and provide challenging individual and team development opportunities. The company also match funds employees’ own charitable fundraising efforts and charitable donations directly from employees’ pay.
For details about the projects and community initiatives that led to Heineken UK achieving the CommunityMark, please visit: www.heineken.co.uk
