Netherlands: Heineken N.V. announced on November 8 that Heineken will start including a message on all Heineken brand bottles and cans worldwide which will invite consumers to visit a newly developed Heineken responsible consumption website.

The combination of label and website is unique and one of many initiatives on promoting responsible alcohol consumption developed by Heineken during the past few years. The separate website reminds and educates consumers about the effects of consuming alcohol, drinking patterns and consumption guidelines. It includes useful links to other relevant websites and questions to test yourself.

Thony Ruys, chairman of the Executive Board, commented: "We appreciate that the vast majority of our consumers enjoy our products in a responsible way and that the enjoyment of our products fits in a positive lifestyle. Whilst consumers are responsible for their own drinking behaviour, we are nonetheless committed to help remind and inform consumers about responsible drinking and the dangers of alcohol abuse."

The back label of Heineken bottles and cans will contain the message 'Please visit EnjoyHeinekenResponsibly.com'. The message is designed both to make a clear statement to enjoy Heineken responsibly and to invite consumers to visit Heineken's responsible consumption website.

"Heineken has always promoted responsible consumption of beer and alcohol in general. This initiative represents the next generation of responsibility messages and underpins Heineken's commitment to corporate sustainability", stated Thony Ruys.

The information on the back label in combination with the website is now live in the United States and will be rolled out to other countries in the world where Heineken is sold.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .