HEINEKEN was one of the first companies to introduce unit labeling practices in the United Kingdom that include five key nationally recognized elements:
- Unit alcohol content;
- The Chief Medical Officer (CMO) daily guidelines for lower-risk consumption;
- Warnings about drinking when pregnant;
- The Drinkaware website at drinkaware.co.uk; and
- A responsibility statement (e.g. “please drink responsibly”).
"We believe it is important for consumers to have information about units to enable them to make responsible choices on alcohol consumption,” said David Paterson, Head of Public Affairs and Corporate Responsibility. “We recognize we can reach our consumers with information about units and Chief Medical Officer (CMO) guidelines in a way that the Government cannot. It is important that we use this opportunity by including information on our packaging."
Another fundamental aspect of the company’s best practices in the U.K. addresses the fact that many of its products are sold in draught in on-trade establishments. To ensure that on-trade consumers are also informed about the levels of alcohol they are consuming, HEINEKEN UK provided nearly 16 million unit-labeled glasses to the U.K. market in 2012.