A Neat Site Promoting Responsible Beer Consumption
Dec 3rd, 2009 | 11 responses
Disclaimer: I like and drink Heineken beer, in moderation, and I have written about this great Dutch beer before. However, I am not on Heineken’s payroll—I wish I was.
I don’t know much about Heineken’s business practices, except that Heineken has defined seven areas on which the company believes it should focus its energy in order to maximize benefits for society, the stakeholders and the company.
One of the seven areas is “Responsible beer consumption.”
While this may be just a slogan with some beer producers, I believe that Heineken takes this responsibility very seriously, as reflected in its various corporate programs and campaigns to promote responsible beer consumption, especially by young people.
Heineken claims as part of its corporate responsibility:
Beer is part of a balanced, healthy lifestyle and has been for thousands of years. That is why we are rightly proud to have enjoyment as one of our core Heineken company values. However, society is also confronted with the negative aspects of alcohol when it is abused or misused by a minority of consumers. Therefore, as one of the world’s leading brewers, we – along with all other stakeholders – have a responsibility to play our part in reducing alcohol-related harm.
In support of such a responsibility, Heineken has introduced several unique pro-active approaches to encourage responsible beer consumption. One such example is its program in Thailand where Heineken has formed partnerships with government and industry organizations to help raise awareness on alcohol and road safety.
However, the other day I came across a unique, light-hearted and, in my opinion, very effective program.
The program is called “Know the Signs,” and is according to Heineken “the world’s first international, digital, interactive responsibility campaign.”
“‘Know the signs” consists of interactive videos showing young people displaying various types of behavior after consuming various amounts of (Heineken) beer. The message to young people (The target audience is young people from legal drinking age up to 35 year-olds) that the program aims to send is simply: know your limits and avoid being an embarrassment to yourself and your friends.
This campaign is different to other campaigns I have seen because of its interactivity. It encourages young people to engage in the various scenes and hopefully —through engagement rather than being preached to—get the message that having one too many could ruin the evening for themselves and their friends.
The website has been a huge success with young people.
If you have “young ones” who may need a little more information and awareness in this area (or are yourself one of them), I highly recommend visiting the site “Know the Signs.”
Whatever you think of alcohol consumption or of big corporations engaged in that business, I think you and yours will certainly enjoy the way Heineken is trying to encourage responsible beer drinking. You can even send animated messages to your friends who may need some “guidance.”
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11 Responses to “A Neat Site Promoting Responsible Beer Consumption”
Ok, I'm a beer snob, nothing wrong with Heineken, but its no better than budweiser, its just marketed upscale as an import.. If you want good beer, try Belgian beers not Dutch, or some good old American microbrews.
For a good pilsner try Victory Prima Pils, you probably will not want another Heineken afterwards.
http://www.victorybeer.com/prima_pils.aspx
but for my favorites Dogfish Head wins. Particulary, Raison D'Etre ,Chicory Stout, and the 60 and 90 minute IPAs.
http://www.dogfish.com/
I believe with beers it is strictly a matter of personal preferenceand perhaps custom. I stick with my preference for Heineken and other excellent Dutch beers, such as the truly superb Amstel light beer, that has more body and flavor that a regular Bud or Miller (I await your flury of protetsts).
Having lived in Belgium for five years, I enjoyed many of their superb beers (that small country has over 200 brands of beers, many brewed by monks). I especially like Stella Artois, there are many more..
But, as I said, just a personal opinion and preference. Enjoy your “budweiser.”
To each his/her own I guess, Leo. Bud is best for shooting pool & rowdy dancing in sleezy and/or country bars like my favorite The Buffalo Chip Saloon and Dance Hall in Cave Creek, AZ. Heineken goes best with food or snacks because of its slight bite at the end…a decent dinner beer or chips and football beer.
For a good pilsner, travel further east my friend and go Czechoslovakian. For the once micro-brews now gone mainstream, Full Sail has an excellent array, and for the in-house that has gone beyond a single location establishment, Gordon Biersch does a good job.
Drink responsibly…and always bring your own cue.
Comparing Amstel Light and Heineken to Budweiser is like comparing a Cadillac to a Chevy. Budweiser isn't bad but just not the same quality. I just can't get into Stella Artois though so it's a matter of taste.
I agree on Amstel Light and Heineken. Give Stella a couple (sixpack) more chances—but one beer at a time
Dorian
“Responsible Beer Consumption” is for lightweights! Bah!
In all seriousness, this looks like a good push for moderation; I like the idea.
While I tend toward reds, ambers and belgian whites before pilsners, my current favorite pilsner is Trumer Pils — kind of like Stella, but a little rounder and fuller. Highly recommended.
roro:
If it tastes at all like Stella, I'll try it.
Do you know if Trumer Pils is widely available? I'll check our grocery store today
Thanks
Dorian
Hey Dorian — Not too widely available, but evidently very well organized. Look at what I found on the web:
http://www.trumer-international.com/trumer-web/…
Thanks for the link, roro.
Regrettably, Texas is not yet one of the states having Trumer Pils.
I did find fin Trumer's description of their pils quite interesting. It is almost like the description of a fine wine:
The sparkling mouth feel of each sip confirms the dedication to traditional European craftsmanship. …
Like champagne, the quality of a great Pilsner can be seen in the density of its bubbles. Trumer Pils produces small, tight bubbles that rise from the bottom of the glass, delivering a slightly spicy aroma, with a hint of citrus. This perfect balance of flavors is achieved by procuring the exact blend of malt and hops from Germany and Austria and fermenting the brew with proprietary yeast. Its body is accentuated by using pure, soft water and removing the malt husk prior to the mashing process.
The signature of Trumer Pils is its finish. The crisp, clean and well-rounded taste leaves just a subtle touch of soft bitter flavor on the back of the palate. However, because the husk is removed before mashing, the finish won’t linger. Trumer Pils is a testament to the dedication of its Austrian and American brewmasters. The result? A true European Pilsner without compare.
Wow!
Check the map again, Dorian — if you click the link, then click on TX, it gives about 40 places in Texas that carry it.
Got it!
I had the map backwards i.e. states with beer bottle caps, yes, blank states, no)
Thanks