Heineken USA Takes Sustainability Seriously

It’s not a small thing for a company with almost 500 employees, eight offices, over 20 beers and ciders in its portfolio, and almost $4 billion in direct economic impact on the country to strive for sustainability. The company in question is Heineken USA, and its New York City office reduced water use by 20 percent and electricity use per square foot to 25 percent below what is required by local codes. Its parent company Heineken has reduced water use by its breweries around the world per unit of finished product by 5 percent in 2013. Heineken has also reduced carbon emissions by 26 percent.

Heineken’s global sustainability program, Brewing a Better Future, has four key areas of focus: advocating responsible consumption, reducing carbon dioxide emissions, conserving water resources and sourcing sustainably. To encourage responsible consumption among its employees, Heineken began a pilot program in 2013 that provided a few of its employees with Alcohoot, which connects to a smartphone and tells users how much alcohol they have consumed. It also links to the GPS in smartphones and can link to taxi apps so employees can find a safe way home. The device is now given to all of the company’s employees. In 2013, Heineken USA increased the amount of free rides offered to employees through its Safe Ride programs by 122 percent.

Heineken also advocates responsible consumption through marketing campaigns. In 2011, Heineken launched the global campaign Sunrise and through it reached over 3 million people. A year later, Heineken’s responsible consumption message was on almost 8 billion Heineken branded bottles and cans.

Partnerships are also part of its strategy to encourage responsible consumption. Heineken partners with organizations and businesses in 33 markets to find new ways of encouraging responsible consumption. The company collaborates with governments on 'don’t drink and drive' campaigns. In addition, Heineken collaborates with leaders in the drinks industry in five areas: underage drinking, marketing codes of practice, consumers information and production innovation, drunk-driving and retailer support.

Reducing carbon dioxide emissions

Heineken USA reduced its carbon footprint in distribution by 1.7 percent since 2011, and  employee-car emissions decreased by 6 percent in 2013. The company acknowledges that the reduction is not as much as it “hoped for,” so it is focusing its efforts on achieving a greater reduction. The company has lofty carbon reduction goals for other areas. Heineken plans on reducing carbon emissions in production by 40 percent, in its refrigerators by 50 percent and in its distribution chain in the U.S. and Europe by 20 percent.

Conserving water resources

Heineken USA wants to reduce water use in the breweries that supply its imported beers and ciders by 25 percent. Heineken has achieved a 5 percent reduction per gallon of finished product in its Dutch breweries and has reduced total water use by 20 percent. A 20 percent reduction equals the water needs of 1,700, two-person households for an entire year.

Sourcing sustainably

Heineken USA relies on Heineken to supply its beers and ciders and Heineken relies on various suppliers. Heineken’s goal is to source at least 50 percent of its raw materials from sustainable sources while delivering 60 percent of agricultural raw materials in Africa through local sourcing . Heineken also wants suppliers to comply with its Supplier Code Procedures. By the end of 2013, 100 percent of applicable Heineken USA suppliers were in full compliance with its supplier code guidelines.

Image credit: Heineken