The Dutch business HEINEKEN, among the top international brewers understood for its brands like Heineken, Amstel, or Desperados for its award winning marketing campaigns, looks for integrating its long term sustainability "Brewing a Better World"-tactic into its corporate strategy. HEINEKEN had set itself ambitious 2015 and 2020 sustainability targets in six column areas around Responsible Consumption, Water, Sustainable Sourcing, Energy/CO2, Community/Inclusive Growth, and Health & Safety. The case zooms in on HEINEKEN's attempts in the sustainable sourcing pillar, with its work on provider code and farming standards along with its support for local sourcing systems in growing African market. HEINEKEN’s management discovered that marketing its achievements in sustainability areas present new challenges though.
For instance, its present "mass balance" sourcing in which sustainable and traditional stuff got mixed in the supply chain didn't allow for powerful communication on a particular bottle.
PUBLICATION DATE: December 08, 2014 PRODUCT #: 715022-HCC-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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