Heineken fully recognises the impact of alcohol consumption in society if not consumed responsibly. While the vast majority of people consume alcohol responsibly, tackling harmful drinking is a priority for Heineken. The group has a long history of encouraging responsible consumption and takes this role seriously. For Heineken, the goal is to make moderate, responsible consumption aspirational. When brands communicate directly, in a positive manner, the message resonates more strongly with consumers.

Heineken South Africa has embarked on a corporate and brand campaign to educate and encourage people to consume alcohol responsibly. To support various initiatives of reducing irresponsible alcohol consumption, the local company will contribute to the Heineken Group's ambition to invest 10% of Heineken media budget and utilise the various global initiatives and platforms that Heineken has available, for example, 'When you drink, you never drive' campaign.

“We are committed to addressing the role that alcohol plays when it comes to drinking and driving. We acknowledge the need for intervention programmes and initiatives to raise awareness. Alcohol, when not consumed responsibly, can have harmful consequences not only to those using the product but to our society as well. Alcohol abuse in South Africa is a great concern not only for government and for the NGOs, but to our industry, misuse of alcohol threatens the sustainability of our business. It is only by working in partnership and joining forces and expertise, we will make a difference in South Africa,” says Zodwa Velleman, Heineken South Africa corporate affairs director.

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