HEINEKEN Brazil advances in its global sustainability strategy and strengthens responsible consumption

The HEINEKEN Group in Brazil announces the new phase of its global sustainability strategy: HEINEKEN Toasts a Better World. With updated targets for 2030, the plan places responsible consumption at the center of the agenda and raises the company's ambitions in water security and social development. At the same time, it incorporates new objectives focused on the resilience of the business and its value chain, while already consolidated themes are increasingly integrated into the company's operations. The strategy is based on three pillars: Responsibility (responsible consumption, moderation and portfolio diversity); Social (impact projects, R&D, community engagement and value chain activities); and Environmental (water security, carbon and circularity). 

With this new phase, the pillar of Responsibility is highlighted. Responsible consumption is at the heart of HEINEKEN's business, and the new global ambitions elevate the company's commitment to making moderation an attractive choice and part of people's lifestyle, ensuring that there is always an alternative in the portfolio for consumers and addressing the impacts of harmful alcohol consumption. Among the goals are a 25% growth in the volume of the low-alcohol and non-alcoholic product portfolio, allocating 15% of Heineken® brand media investments to Heineken® 0.0, reaching more than one billion consumers per year, and expanding the presence and acceptance of 0.0 beer by dedicating 50% of the visibility of the Heineken® 0.0 brand in major global sponsorships annually. 

“Our approach stems from the belief that beer, when enjoyed in moderation, can be part of a balanced lifestyle. We recognize the risks of excessive consumption and the role the industry must play in combating them, and our goal is to lead the discussion on moderation and responsibility. Taking advantage of consumers' growing search for balance, we want to broaden the dialogue and encourage more conscious and responsible choices,” says Rafael Rizzi, Vice President of Corporate Affairs and Sustainability at HEINEKEN Brazil. 

The updated global strategy builds on the progress achieved in recent years, during which the company has incorporated sustainability into its business decisions. In Brazil, several initiatives are already contributing to boosting these global ambitions, including the launch of HEINEKEN Spin, an impact business ecosystem focused on circularity, regenerative agriculture, renewable energy, and impact brands; the investment of up to R$ 460 million in the bioenergy project in Jacareí (SP), completing the energy transition cycle of the breweries; investments in infrastructure and water efficiency in Alexânia (GO); and the construction of the Passos (MG) brewery, aligned with the company's highest sustainability standards. Together, these initiatives support the company's global goals by accelerating decarbonization, promoting circular practices, strengthening responsible water management, and driving sustainable growth throughout the value chain. 

“What we are discussing is how to prosper in the long term. This means considering natural resources, the evolution of societal expectations and needs, changes in consumption habits, and the strengthening of communities and value chains that are part of our ecosystem. Sustainability is not a side agenda, but one of the ways to ensure that we remain relevant, competitive, and prepared to grow in the coming decades,” says Rizzi. 

Water resilience guides the environmental agenda. 

Water and natural resource management remains essential to the strategy. Globally, the HEINEKEN Group is expanding its ambitions in water efficiency, watershed preservation, and adaptation to the impacts of climate change. By 2030, the company aims to reduce average water consumption in its operations to 2.4 hl/hl in water-stressed areas and to 2.6 hl/hl globally. 

In Brazil, initiatives at the brewery in Itu (SP), located in a water-stressed region, directly contribute to these ambitions, combining the reduction of surface runoff, increased water infiltration into the soil, aquifer recharge, and stabilization of the flow of tributaries of the Tietê River, contributing to a more resilient hydrographic basin during periods of drought and intense rainfall. Meanwhile, in the Ribeirão Bocaina basin, in the interior of Minas Gerais, the focus is on strengthening the water security of the Passos region through environmental conservation and support for rural producers, with indicators that monitor the adoption of sustainable practices and the protection of natural resources. 

Value Chain and Social Legacy 

Regarding socioeconomic inclusion and strengthening the communities where it operates, the strategy is aligned with generating opportunities, promoting diversity, and fostering social development. Globally, HEINEKEN aims to support more than 300,000 people in its communities and value chain, contributing to expanding economic opportunities, strengthening resilience, and promoting social cohesion. 

In Brazil, this agenda has been led by the HEINEKEN Institute since 2022, focusing on recyclable material collectors, street vendors, and young people in situations of social vulnerability. Since its creation, more than 50,000 people have been impacted, including more than 16,000 young people through training and development initiatives, such as the Cri.Ativos da Favela program, carried out in partnership with CUFA and Favela Filmes, and the Casa do Futuro project, developed in cooperation with Senac São Paulo. In addition, more than 20,000 collectors and 19,000 street vendors have already been supported by projects aimed at social inclusion, citizenship, and the appreciation of their work. 

In Diversity, Equity, and Inclusion, one of the goals is to achieve 40% female representation in senior leadership positions. Among the initiatives supporting this progress is the "Elas que Brilham" (Women Who Shine) program, which accelerates the development of women in historically male-dominated fields through a 12-month training and development journey. 

“Sustainability is the lens through which we evaluate our decisions at the HEINEKEN Group, and we know that what has brought us this far will not be enough to take us further. The challenges ahead are too great to be faced in isolation. Therefore, we believe that the future of our business, our value chain, and the communities where we operate will be built through collaboration,” concludes Rizzi.