Our Ambitions for Responsible Consumption
Always a Choice
Beer is a naturally fermented beverage that, when consumed in moderation, can be part of a balanced lifestyle. However, consuming alcohol irresponsibly carries clear health and behavioral risks. For some people and in certain (life) situations, it is better to completely abstain from alcohol. That is why we have always been committed to promoting responsible consumption.
As a market leader in the low-alcohol and alcohol-free category, we have been investing in and innovating alcohol-free alternatives since 2017 to help people enjoy all aspects of life responsibily and carefree. By providing clear and transparent information about our products, we aim to help consumers make informed choices.
Alcohol and Health
We are proud breweries committed to promoting responsible consumption. We believe it is important to inform consumers well about alcohol, our products, and responsible enjoyment. We emphasize this through our packaging, advertising, promotional activities, and partnerships. We offer a wide range of beverages with varying alcohol content (ABV), including an increasing number of alcohol-free and low-alcohol options.
As a brewery, we take our responsibility seriously and continue to strengthen our commitment to responsible behavior.
Responsible Marketing
Our Responsible Marketing Code ensures that all our commercial communications meet the highest standards of responsible marketing. It promotes that moderate alcohol consumption can be a part of balanced lifestyle and that we act honestly and respectfully in all our activities. The code covers all marketing and sales communications, from point-of-sale promotions to sports sponsorships, social media presence, and much more. Compliance with the code is mandatory.
Labeling Policy
The global HEINEKEN labeling policy mandates that all our products must provide information (either on the packaging or online) regarding ingredients, nutritional values, calories, alcohol content, allergens, alcohol warning symbols, packaging recycling symbols, and a QR code linking to additional information on alcohol and health.
Beer should only be consumed by individuals over the age of 16.
Anyone driving a vehicle or operating machinery should not consume alcohol.
During pregnancy, alcohol should be completely avoided.
Exceptional Enjoyment, Growing Acceptance: Alcohol-Free Beers on the Rise
A representative study for the Beer Culture Report confirms: In 2024, 25% of respondents stated that they enjoy drinking alcohol-free beer, compared to 17% in 2017. This comes as no surprise, as taste, quality, and drinkability continue to win people over.
Our diverse range of alcohol-free products also reflects a broad variety of flavors, including: Gösser NaturGold Alkoholfrei, Heineken 0,0, Zipfer Hell Alkoholfrei, Wieselburger 0,0, Puntigamer Pr0,0st, Schlossgold, Villacher Freilich Alkoholfrei, Fohrenburger Alkoholfrei, Schwechater Alkoholfrei und das Weizenbier Edelweiss Alkoholfrei.
For those who prefer fruitier options, there’s no need to miss out: The Gösser NaturRadler 0.0 delivers full flavor for adults who choose to abstain from alcohol.
Building Partnerships to Promote Responsible consumption
Which initiatives does HEINEKEN support?
HEINEKEN is committed to the highest standards of responsible alcohol sales and marketing and is a signatory of the International Alliance for Responsible Drinking (IARD).
Amuse Bouche Partnership
Since 2008, the Amuse Bouche Challenge has annually provided 60 selected top apprentices with exceptional training, knowledge, and networking opportunities to prepare them in a modern and practical way for their final exams and subsequent careers in the hospitality and catering industries.
The apprenticeship initiative includes a diverse range of workshops and excursions, with responsible alcohol consumption being an integral part of all workshops related to the world of fine beverages.
Useful Links
Practical Tips for Responsible Enjoyment
https://www.heineken.com/at/de/enjoy-responsibly/responsible-practical-tips
Responsible Enjoyment with Our Brands
https://www.heineken.com/gb/en/enjoy-responsibly
https://www.goesser.at/verantwortungsvoll-geniessen/
https://www.puntigamer.at/vernuenftig-samma/
https://www.zipfer.at/verantwortungsvoll-geniessen/
https://www.schwechater.at/verantwortungsvoll-geniessen/
https://www.fohrenburger.at/brauerei/alkohol-und-gesundheit/
https://www.linzerbier.at/vernunft/
https://www.kaltenhausen.at/gesundheit/
https://www.schleppe.at/alkohol-gesundheit/
https://www.edelweissbier.at/vernunft/
https://www.schlossgold.at/verantwortungsvoller-genuss/
https://www.kaiserbier.at/verantwortungsvoller-genuss/
https://www.schladmingerbier.at/unser-wohl/
https://www.villacher.com/alkohol-und-gesundheit/