Sustainability Report 2014 - centralcervejas.pt · Central de Cervejas e Bebidas Sustainability...

CERVEJA

Sustainability Report 2014Brewing a Better World

“Fonte Fria” (Fountain) – Buçaco National Forest in Luso Region

We areA proud, independent, global brewer committed to surprising and exciting consumers everywhere.

We valueA passion for quality, enjoyment of life, and respect for people and our planet.

We wantTo win in our chosen markets with our major brands Sagres, Heineken® and Água de Luso.

Our Sustainability Report 2014Sociedade Central de Cervejas e Bebidas (SCC) is part of the HEINEKEN Company, the world’s most international brewer, with its brands available in 178 countries around the world. Sustainability is one of the core business priorities of SCC, and the program Brewing a Better World is a strategic focus.

See the SCC’s Sustainability Report 2014 in www.centralcervejasbebidas.pt

For the global Sustainability Report 2014, including detailed performance data and moving images visit:

www.theheinekencompany.com/sustainability

1,308Employees

21Brands

Sagres® enjoyed in

39Countries

Contents01 CEO Foreword

The big picture02 Brewing a Better World03 Our 2020 commitments04 From barley to bar

Our focus areas06 Protecting water resources08 Reducing CO2 emissions10 Sourcing sustainably12 Advocating responsible consumption14 Promoting health and safety16 Growing with communities

Our ways of working18 Values and Behaviours

Note: SCC-Sociedade Central de Cervejas e Bebidas, or simply SCC refers to the Group Sociedade Central de Cervejas e Bebidas, S.A., Sociedade da Água de Luso, S.A. (SAL) and Novadis.

Introduction The big picture Our focus areas Values and behaviours

In 2014 Central de Cervejas (SCC) celebrated 80 years of existence – a truly historic landmark! We celebrated 80 years of permanent adaptation and openness to change; 80 years of resilience and vitality; 80 years of dynamic performance and capacity to innovate; 80 years investing in the quality of our products and services; and 80 solid years of sustained growth!

SCC was founded in 1934, following the merger of four historic brands of beer (Portugália, Estrela, Coimbra and Jansen), and since then a toast has been made to the end of the Second World War, to Freedom, to the country’s adherence to the European Community, to conviviality between friends and to each goal scored by our National Team, with the joy and freshness so characteristic of this historic brand.

Our strategy is to GROW and WIN sustainably. Not only in the short term, but for the generations to come!

• In 2014 Sagres beer kept its market position as the leading Beer brand in Portugal. HEINEKEN® reported double digit growth in volume, supported by the unique and unrepeatable event of the final of the Champions League, organised in Lisbon.

• Innovations launched in the market in the last three years represented, in 2014, 8% of the Company’s global sales value, namely on account of the launch in the beer segment of Sagres Radler Gengibre, Sagres Radler 0.0% , Affligem, Sagres beer can designed by Joana Vasconcelos, the launch of Strongbow cider, and in the water segment the launch of Luso de Fruta Água de Coco, Luso Tea, Luso com Gás and our fantastic new Luso glass bottle, that replaced the one which existed since 1903.

• NOVADIS, our wholesale and distribution company, expanded its business, growing its portfolio with leading wines, soft drinks and spirit brands. NOVADIS now covers around 60% of on-trade channel.

Throughout this report, we share with our Stakeholders that it is possible to “GROW and WIN” in a sustainable manner. Reducing water and energy consumption, improving CO2 emissions along the value chain, obtaining raw materials from sustainable sources, promoting responsible consumption, growing with communities and always ensuring our people’s safety, health and human rights are examples of how we achieve growth in a sustainable manner under the Brewing a Better World Programme.

Ronald den Elzen CEO of SCC

Ronald den ElzenCEO of SCC

CEO Foreword

“We continue expanding our business, in a responsible and sustainable manner, fulfilling the expectations of those who contribute daily with passion and dedication to the growth of our fantastic Brands and Company.”

Central de Cervejas e Bebidas Sustainability Report 2014 01


• Passion for quality• Brands that people love• Enjoyment of life• Respect for people and planet

Sourcingsustainably

Advocating responsible consumption

Reducing CO2

emissions

Protecting waterresources

Growing withcommunities

Promoting healthand safety

Our values

Our focus

Our strategy

Brewing a Better WorldBrewing a Better World is HEINEKEN’s aligned long-term approach to sustainability and one of our key operational priorities, whose aim is creating shared and sustainable value for the business, for our Company, society and the planet.


02 Central de Cervejas e Bebidas Sustainability Report 2014

1Baseline 20082Baseline 20103Baseline 2011

Our 2020 commitmentsEach focus area is underpinned by clear commitments that state our ambitions for 2020, with three-year milestones to be achieved by 2015.

Protecting water resources• Reduce specific water consumption in the breweries by 30%1 to 3.5 hl/hl• Aim for significant water compensation/balancing by our production units

in water-scarce and distressed areas.

Reducing CO2 emissions • In production by 40%1

• Of our fridges by 50%2

• Of distribution by 20%3 in Europe and the Americas.

Sourcing sustainably • Aim for at least 50% of our main raw materials from sustainable sources.• Deliver 60% of agricultural raw materials in Africa via local sourcing within

the continent.• Ongoing compliance with our Supplier Code procedure.

Advocating responsible consumption• Make responsible consumption aspirational through Heineken®.• Every market in scope has and reports publicly on a measurable partnership

aimed at addressing alcohol abuse.• Deliver global industry commitments.

Promoting health and safety (2015 targets)• In production: reduce accident frequency by 10%. • Outside production: 90% of markets at 75% of sites reporting at least one near miss

per quarter.• Sales: 2,000 sales managers trained in road safety.• Company-wide: e-learning completed by 90% of markets with 90% employees trained.

Growing with communities• Supporting communities in which we operate to foster ‘inclusive growth’• Bottom-up philosophy with local targets where applicable.



From barley to bar

Values and behaviours

Responsible consumption

Promoting health and safety

Growing with communities

Sourcing

CO2

Water

Focus areas

Ways of working

ConsumerCustomerDistributionPackagingBrewingMaltingAgriculture

From barley to barOur approach to sustainability covers the entire value chain.



Agriculture

In 2014 we continued the program of cooperation with farmers and national agricultural coops, under the barley and malt Committee from APCV – Portuguese Brewers Association, encouraging the culture of malting barley and prioritizing the purchase of domestic raw materials.

Malting

We malt barley in our own malt house. In the process, we consume energy and water and therefore we have implemented active energy and water reduction programmes.

Brewing

The brewing process also consumes energy and water. Reducing energy consumption means increasing energy efficiency and switching to alternative energy sources where feasible. Water reduction is mainly achieved by optimizing the brewing process.

Packaging material

Beer is packed in cans, bottles and kegs or sold in tanks. Improving the impact of packaging can be achieved by optimizing the production process, changing the design and increasing the recycling and reuse rate.

Distribution

After beer is packaged, it is transported to a warehouse to be distributed to customers using different transportation modes, including truck and sea freight. Distribution is optimised by changing transportation forms, drivers’ training, and using more efficient engines and vehicles and networks with improved design.

Customers

Beer is consumed cold and is therefore cooled at the point of consumption in fridges or draught equipment. All new fridges purchased by SCC, are compliant with the Group’s defined green standards.

Consumers

We have been promoting the responsible consumption of beer for a long time. In 2014 the scope of the Portuguese Brewers Self-Regulation Code for commercial communication subscribed in 2006 was expanded to non-alcoholic beer as well as to outdoor advertising. As a beverage industry, we have put in place a set of binding commitments and partnerships aimed at reducing alcohol-related abuse.



2014

2013

2012

2011

2010

2.4

2.5

2.7

2.7

2.8

Rounded Corners on bars:2.5mm

Our priorities:• Continue concentrating all our

efforts on improving water consumption efficiency levels at our beverage production units, warehouses and offices.

• Invest in the implementation of projects that help us achieve a significant reduction in water consumption in our production plants.

• Protect water resources by minimising the impact of our activity.

Reducing water consumptionSpecific water consumption at SCC’s beverage production units dropped from 2.5hl/hl in 2013 to 2.4 hl/hl in 2014.

This is a decrease of 3% compared to last year. Sociedade Central de Cervejas e Bebidas, S.A. has a lower specific water consumption than the HEINEKEN N.V. average of 3.9 hl/hl.

SCC’s focus in more efficient water consumption continued, with the optimization of the recovery water system in Vialonga.

+40%Demand for water has doubled during the past 50 years and is expected to increase a further 40% by 2030

95%Water is central to our needs. We use it in our finished product – beer is 95% water

Specific water consumptionhl/hl beer + soft drink + water

2.4 hl/hl

Protecting water resources



In a water-intensive industry such as beer brewing, every drop counts. The Brewing a Better World Programme prioritises improvement projects based on impact and improvement potential.

By optimising the brewing process and installing advanced membrane treatment technologies SCC has succeeded in significantly reducing both its freshwater consumption and its wastewater discharge volumes.

The tertiary treatment system incorporates GE ecomaginationSM reverse osmosis membranes, and significantly improves the quality of treated effluent, allowing it to be reused in the brewery’s cooling towers and steam boilers.

After 18 months of hard work, the installation has seen its performance significantly improve, reaching at 2014 its record : 82 million litres reused water.

This reusage represents 0.3 hl/hl reduction in water consumption (30 litres less water per 100 litres of beer brewed) so 10% reduction in total brewery consumption!

The 2014 result represents an improvement of 53% when compared with the starting point (2012).

This improvement work has achieved also a 17% less electricity consumption – a triple win for the environment, local residents and the company’s bottom line.

Protecting water resourcesWater is an important resource, both now and in the future. Considering its scarcity, we must all contribute to mitigate the challenges related with this.

Under this commitment Luso Foundation created on the scope of Sociedade da Água de Luso, established a pioneering partnership

Case Study:“Highly Commended” recognition in Global Water Awards 2015 Raising the bar for the Portuguese brewing industrySCC was highly commended and awarded for their achievements in reducing water consumption by reusing water from waste water treatment plants at the GLOBAL WATER SUMMIT 2015, that took place in Athens on 27-28th April. This Summit was an event to gather the water community, sharing

experiences, developments and awarding projects which exemplified best practice in each area of interest.

with Quercus the most accredited Portuguese Environmental NGO, with the aim of conservation of nature and biodiversity as well as contributing to the future and preservation of Luso water, where Água de Luso originates, and also promoting the sustainable development of the Region. Among the various actions, a highlight of the partnership is the creationof 24 acres of groves of native trees and shrubs, facilitating the aquifer recharge through the infiltration of precipitation and its circulation in depth, and the removal of invasive alien species. This is an initiative of the utmost importance, thus ensuring the future of the natural resource of Luso water for the next generations.

Since 2012, the tertiary treatment installation has improved its efficiency by 58% whilst consuming 17% less electricity.



2014

2013

2012

58.6

63.6

74.4

Our priorities:• Reduce emissions in

production, by increasing energy efficiency and making renewable energy sources part of the energy mix.

• Keep lowering emissions of our fridges, by working with suppliers to develop best-in-class draught equipment technology and making sure that all our fridges comply with the global fridge policy.

• Pursuing improvements in the areas: Logistics and distribution and packaging materials production in order to have carbon emissions reduction in all chains.

We use energy for heating and power throughout our production processes – from brewing to packaging. We also have CO2 emissions from our distribution, when delivering our product to our customers and from the cooling equipment our customers use at the point of sale.

We believe it is our responsibility to play an active role in the reduction of CO2 emissions across the value chain, from barley to bar. We have ambitious targets for doing so within the brewing, cooling, and distribution areas of our business. We are cutting emissions by implementing good practices at each stage, reducing losses, optimising equipment, and making renewable energy part of the energy mix.

In 2014, Portugal decreased its kg CO2-eq/hl by -13,2% vs. baseline year 2011 from Green Distribution.

-13.2%In 2014, Portugal decreased its kg CO2-eq/hl in distribution activity by -13.2% vs. baseline year 2011

Total specific energy consumption – 58.6 MJ/hlMJ/hl beer + soft drink + water

-8%

Reducing CO2 emissions



SCC’s total specific energy consumption decreased from 63.6 MJ/hl to 58.6 MJ/hl, corresponding to an 8% decrease in relation to 2013. SCC’s specific electricity consumption dropped by 6% in relation to last year. Consumption in 2014 was 6.1 kWh/hl lower than the 6.6 kWh/hl in 2013.

Reduction in CO2 emissions is being achieved through the improvement of our energy efficiency for both thermal and electric energy production. The specific thermal energy consumption (ex logistics & biogas) of the beverage production units decreased from 40 MJ/hl to 36.5 MJ/hl. This is a 9% decrease from 2013 numbers.

2014

2013

2012

6.1

6.6

6.9

Rounded Corners on bars:2.5mmSpecific electric consumption

kWh/hl beer + soft drink + water

2014

2013

2012

36.5

40.0

49.5

Specific thermal energy consumptionMJ/hl beer + soft drink + water

Actions and results:In terms of thermal and electric energy reduction, the most important drivers were: • Continued efforts to reduce

boilers’ evaporation rate in the two wort production streams. SCC currently has one of the lowest evaporation rates among HEINEKEN group companies.

• Blanket insulation works installed in areas where they previously didn’t exist.

• Launch of Improvement Teams focused on reduction of electric power consumption in the cooling system of lagering and filtration and in the compressed air system in the Production Area.

Green Coolers:Cooling is crucial to our consumers’ enjoyment of our beverages. To reduce the total carbon footprint, throughout 2014 we continued installing ‘green’ fridges, in some cases replacing old fridges and in other cases installing our fridges in new locations. The equipments’ four ‘green’ characteristics which include the use of a hydrocarbon refrigerant, LED illumination, energy management system and energy-efficient fans, allow for significant energy savings for our customers.

Electrical Forklifts

In 2014 SCC only used electric forklifts, enabling it to reduce CO2 emissions.

Case Study:3,500 tons PET reduction in Luso packagingPackaging material remains the largest source of CO2 emissions within our operations.

Considering the environmental impact of its activity, Sociedade da Água de Luso (SAL) has been investing in the optimisation of its PET (polyethylene terephthalate)

packaging. The aim of this plan is to find PET packaging design alternatives that reduce weight whilst keeping performance across the entire logistic chain and functionality for consumers. Thanks to this plan, a 3,500 tons reduction in PET (6% reduction) has been achieved over the last 10 years, while secondary packaging material has been reduced by 600 tons.

The 7-Litre Água de Luso bottle reflects our concern with sustainability, as it uses 60% less PET/litre of water than a 33cl bottle.



Our priorities:• Support the development

of the barley value chain, through the Brewers’ Association (Barley and Malt Committee)

• As a key player in the market, develop long term relationships with farmers and farmers associations

• Ongoing compliance with our Supplier Code procedures.

SCC continues to operate in a way that improves the quality of life of local individuals and communities, helps the environment and ensures a consistent supply of our raw materials.

The company’s commitment to sustainability includes, among others, the reduction of water consumption in production, protection of the environment and biodiversity in the areas surrounding its facilities and reduction of our carbon footprint from raw material transport.

Our relationship with suppliers is of utmost importance for the achievement of our commitment with sustainability. We must therefore work together to ensure the implementation of best practices along the entire value chain and compliance with the principles laid down in our supplier code of conduct.

+28%Portuguese Barley

Sourcing sustainably

At SCC we continue to work hard on the development of our value chain.We aim to ensure that all raw materials used in the production of our drinks are obtained from sustainable sources, placing a high importance on the purchase of national raw materials.

We work closely with our farmers and agricultural associations, helping them to improve the quantity and quality of their crop by benchmarking them with international standards.

The barley and malt committee, set up by APCV – Associação Portuguesa de Produtores de Cerveja is renowned for the decisive role it plays in the promotion of National Brewing Barley.



100%Suppliers signed the Code of Conduct

Actions and results:As a result of our ongoing commitment with farmers and agriculture associations, in 2014 SCC increased its national barley purchases by 28% in relation to 2013. In 2014, corn gritz supply obtained from national raw materials was almost at 100%.

Suppliers Code:By the end of 2014, 1,165 of our suppliers signed the Supplier Code of Conduct, corresponding to 100% of our total suppliers. 26 suppliers were submitted to Risk Assessment and integrated in the monitoring programme EcoVAdis.

By signing the Supplier Code, suppliers agree to comply with key elements of integrity, environment and human rights.

We are committed to extending our ways of working to our suppliers.

We expect all our suppliers to make a positive contribution to society by actively supporting and respecting our values in their own business practice.

The positive results that we have achieved so far encourages us to continue to pursue working with our suppliers to support sustainable business practices.

SCC is supplied with almost 100% national maize grits

Case Study:Malt and Barley CommitteeSet up in 2007 by APCV – Associação Portuguesa de Produtores de Cerveja, the Barley and Malt Committee, as well as INIAVE-Instituto Nacional de Investigação Agrária e Veterinária (National Institute for Agricultural Research and Veterinary) which has been responsible for many years for monitoring the EBC (European Brewery Convention) variety tests, collaborated directly with national

farmers, identifying the best varieties from Barley and recommending the best options to farmers for their business interests.

This work has generated important results, namely in relation to the “Pewter” variety, rated and approved by the committee, which currently represents 2/3 of all barley produced in Portugal.



Our priorities:• Make responsible

consumption aspirational, communicating the message directly to our consumers through our brands.

• Build consistent partnerships and work closely with local authorities, NGOs and specialists to encourage responsible consumption and address alcohol-related harm.

• Taking action at industry level, in collaboration with our Brewers Association in the following key areas: underage drinking, binge drinking and safe driving.

Actions and results:Responsible Commercial Communication Responsible consumption is one of our greatest business challenges. SCC is committed to being a part of the solution, contributing with actions that are beneficial to both society, consumers and the company.

Through credible and recognised partnerships, we have made significant progress in addressing the issue of abusive consumption, ensuring that all our commercial communication is responsible, consistent and conforms to our strict rules, as well as to laws and regulations. Through APCV (Portuguese Brewers Association) and in the scope of the implementation of the Portuguese Brewers Self-Regulation Code for Commercial Communication, SCC jointly agreed with ICAP (Civil Institute for Self-Regulation of Commercial Communication)

90%of the Investment in Advertising by Brewers is monitored by ICAP

Advocating Responsible Consumption

that in the case of alcoholic beer communication it would first submit to the approval of said Institute, all alcoholic beer brands’ communication for outdoor publicity, namely in 8x3 format, including an analysis of the social responsibility message “Be responsible. Drink in moderation.”

In this agreement non-alcoholic beer should have the same regulatory treatment of alcoholic beer.With the implementation of this voluntary limitation, over 90% of investment in advertising by brewers, members of APCV, is monitored by ICAP. This commitment began in 2007, and has been continuously extended to include new advertising formats. This clearly shows APCV’s commitment to having socially



responsible commercial communication that respects ethics and promotes, in an exclusive manner, the moderate and responsible consumption of beer.

Making Responsibly consumption aspirational As premium sponsor and official beer of the 2014 festival edition of Optimus Alive’14, Heineken® promoted a series of actions aimed at informing and raising the awareness of visitors, aged 16 and above, to drink beer in moderation and responsibly. We continued spreading the message that responsible consumption can be associated with moments of pure enjoyment among friends, such as in music events, where Heineken® naturally advocates positive behaviours in relation to alcohol abuse.

During the three days of the Optimus Alive’ 14, the only cups allowed to be used in the Festival were the ones with the message “≥16, A Música não tem Idade. O Consumo tem.” – “≥16, Music has no Age Limit. But Consumption has.” Simultaneously with this and during breaks in-between concerts, the campaign ‘Dance More, Drink Slowly’, was activated on the Heineken stage

and main stage. Optimus Alive’ 14, one of the most emblematic music and entertainment events in Portugal, with a great international projection, is attended by around 150 000 visitors, 15 000 of which are from 43 different nationalities. This partnership is very important for the Heineken brand as it seeks to make responsible consumption aspirational to a larger audience.

Raising awareness “Don’t let abusive consumption speak for you”, was the theme of the Enjoy Responsibly internal campaign developed by SCC jointly with another 46 markets of the HEINEKEN Group. The aim of this campaign was to show the “other side of the coin”, by exposing wrong behaviour vs right behaviour. Our recently developed storytelling programme, which includes several distinctive actions, engaged around 1,500 employees at different SCC

locations around the country.The aim of this campaign is to make employees advocates for Responsible Consumption, wherever they may be, incorporating the messages in their daily personal forms of behaviour. “Jolas”, the mascot of this campaign and representing the consciousness of each one of us, started the conversation among employees, raising the latter’s awareness to the consequences of abusive consumption. In a partnership with the Portuguese Road Prevention Association, we developed road safety actions at five distribution centres of NOVADIS wholesalers, raising the awareness of their 260 employees to the issue of safe driving. These employees were given the opportunity of trying different devices that simulate the consequences, among others, of drinking & driving.

Safety road actions were taught in 5 distribution centres of NOVADIS wholesalers.

Over 260 employees were impacted.

Case Study:“When you have an abusive consumption you stop being yourself.” On the 29 September, a closing session to the internal Enjoy Responsibly Day took place, with two special invitees, a standup comedian – Salvador Martinha, who, in a funny way, shared the messages of “Don’t let abusive

consumption speak for you” campaign, and Salvador Mendes de Almeida, the founder of Salvador’s Association, who shared his testimony as a victim of the consequences of drinking & driving. Ronald den Elzen, CEO of SCC made the final statements reinforcing the message: “Enjoy Responsibly is a commitment of each one of us”.



Our priorities:• Health and safety is an

integral part of our business

• Keeping our employees healthy and safe remains our top priority

• Addressing safety across the whole of Company with a focus on road safety and reduction in the accident frequency rate during production

Actions and results:Accident FrequencyThroughout 2014 we continued to focus on occupational safety and accident prevention.

However, accident frequency increased in line with the higher number of staff members, with accident severity decreasing from 69 to 58.

Our concern with health and safety at work goes well beyond raising the awareness of staff at our production sites, extending our action to a culture that promotes safety not only in this area, but also to our sales and distribution employees.

That’s the reason why we implemented a global strategy that addresses safety across the entire Company, focusing on road safety.

Promoting Health and Safety

2014 2.4

2013 2.4

1.42012

Accident frequencycases/100 FTE for all sites

2014 58

2013 69

792012

Accident severitylost calendar days/100 FTE for all sites

COMPLETION RATE OF THE

E-LEARNING MODULE

1963NUMBER OF

ATTENDANTS



Improving SafetyAt SCC we focus on creating a culture that promotes safety as the means to achieve a ZERO ACCIDENT target.

However, this will only be possible with the joint effort, engagement and dedication of all employees, by integrating safety in their daily routines, both in and out of the company.

In the scope of the programme “Crescer em Segurança” (Growing Safely), communication initiatives like Quase-Acidentes (Near Misses), Etiquetas Amarelas (Yellow Tags) and Observações Preventivas (Preventive Observations) play an important and decisive role in accident reduction in our premises, involving or not involving sick leave.

On April 28th, SCC celebrated World Safety Day together with all the HEINEKEN Group OpCo’s, focusing on Road Safety and involving all employees, who not only use their vehicles for their daily routines (home/work), but also those whose car is their work tool (primary and secondary distribution and sales).

In a partnership with PRP – Prevenção Rodoviária Portuguesa (Portuguese Road Accident Prevention) SCC developed a series of theory-practical awareness actions under the theme of Safe Driving, which impacted more than 600 employees of the Vialonga and Água de Luso production sites, as well as three distribution centres of NOVADIS, located in the North, Centre and South of the country.

In the pursuit of a safety-driven culture and once again in collaboration with PRP, a whole week was dedicated to this issue in December, with the organization of a number of activities that were attended by all employees.

Health Care and well-beingOur concern with our employees’ health is embedded in our culture and procedures. As such, all SCC’s permanent employees are now covered with health insurance, offering effective and quick assistance at very advantageous conditions. Likewise, three health care plans were also put at the disposal of our employees, offering advantageous health insurance subscription to the latter’s family members.

SCC’s Safety Programme

Case Study:“What does safety mean to you?” During 2014, employees had to face various challenges aimed at promoting and embedding an interdependent safety culture in which people not only worry about themselves, but also about others.

SCC implemented initiatives like the systematic communication of near misses and preventative observations; the weekly contest “Diga a Frase de ...Segurança” (Say the sentence … Safety) chose the best sentence which demonstrated and encouraged safety every single minute of the day.



Our priorities:• One of the company’s top

concerns is to participate in the region’s economic and social development in which our sites are located.

• Focus on long term communities investments through partnerships.

• Prioritise communities’ programs related with Brewing a Better World focus areas.

Actions and results:Investing in our communities Our focus is on establishing long-term community investments through partnerships that are aligned with our business and sustainability agenda.

As one of SCC’s major concerns is to participate in the region’s economic and social development, in 2014 the company renewed the financial support to the council’s community, where the Vialonga’s Brewery is located and also continued to promote innovative projects that had a positive impact on the local economy and preservation of water and natural heritage of the region Luso, where our water plant is located.

In times that have been particularly difficult to Portuguese people, SCC is aware of the need for big companies to set good examples. The annual protocol signed with the Municipality

24 acresOf groves of native trees and shrubs created in scope of the protocol between Luso Foundation and Quercus.

Growing with communities

of Vila Franca de Xira which aims to support the municipality’s poorer families and most affected by the country’s economic situation since 2009 as well as various associations of this community, evidence of SCC’s awareness and participation.

Sociedade da Água de Luso (SAL) is closely intertwined with the town of Luso, as the town’s largest employer. SAL feels it has a responsibility to positively impact the region’s sustainable development. It does so through the Fundação Luso, a non-profit organization that focuses

€114,500SCC’s Social Investment



on the areas of health, the environment and the community. Initiatives as the “Entrepreneurial Prize” which rewards innovative projects in areas such as agriculture, trading, services and tourism, advancement of knowledge and information related to water and human health clearly shows SCC’s engagement with local communities.

VolunteeringIn the scope of our Corporate Social Responsibility Programme and in association with Junior Achievement Portugal (J.A.P.), SAL’s employees continued to engage in volunteering initiatives in the local community of Luso, namely through the employee-designed project Aprender a Empreender (Learning to be Entrepreneurial), the theme of this year’s edition being The Family and the Community.

The objective of The Family and Community theme is to provide a better understanding of what a family really means and its importance to the Community, the differences between its respective members, their

jobs and the way they work together to improve the place where they live. On International Volunteering Day, SCC invited its employees to take part in this year’s Christmas / Volunteering initiative – “Dar o Litro por quem mais precisa!” (“Give the Liter for those who most need!” – at Cercipóvoa – Cooperativa de Solidariedade Social, located in Póvoa de Santa Iria, which supports disabled children and youths, undertaking improvements like painting and small repairs in various rooms throughout the institution.

Raising awareness As part of the protocol signed with Quercus, the exhibition entitled “Ecossistema Florestal da Serra do

Buçaco e o Recurso Hídrico da Água Mineral Natural de Luso” took place between June 20th and September 30th. Over 42 000 visitors had the opportunity of learning about the Luso aquifer and its thermal baths, the biodiversity of Buçaco, the fauna and flora of this mountain area and the project Criar Bosques (Creating Woods) implemented in Serra do Buçaco, the source of Água de Luso. This initiative was shown on TV. During Minuto Verde, an environmental section designed by Quercus for the public TV channel.

See more at: www.sociedadeagualuso.pt/pt/noticias-media/videos-fotos/.aspx

“Give the Liter for those who most need!”

Case Study:“Mais para Todos” - “More for Everyone”Fundação Luso and the water brand Água de Luso, market leaders in their respective category, have a long standing, structured and consistent Sustainability and Social Responsibility programme.

Because “helping those who need it most” is also embedded in Água de Luso DNA’s, we have joined our off-trade customer LIDL in a solidarity fund raising initiative aimed at supporting projects

proposed by institutions from around the country, that dedicate themselves to helping local communities.

SCC’s donation to the project “Mais para Todos” (More for Everyone), in the amount of 40.000 Euros,

reinforced the financial support given to more than 50 projects and simultaneously consolidated SCC’s relationship with its partner LIDL Portugal.



EMPLOYEES COMPLETED THE E-LEARNING ON HEINEKEN CODE OF

BUSINESS CONDUCT IN 2014

738EMPLOYEES COMPLETED

Our priorities:• Passion for quality

• Brands that people love

• Enjoyment of life

• Respect for people and planet

Code of Business Conduct

Our values mirror what we represent as a corporate citizen, a business partner and employer. How we behave and how we work together is key to our success.

We are committed to conducting business with fairness, integrity and respect for the law and our values. This commitment is laid down in our Code of Business Conduct.

By displaying our values, establishing trusting relationships and adhering to our Code of Business Conduct, we are helping to keep our excellent

Values and behaviours

reputation and pave the way for our future success.

We have adopted a global Employees and Human Rights Policy that clearly sets out the standards we expect our employees and our suppliers to live up to. It lays out 11 clear standards on employee and human rights, including non-discrimination, forced labour and harassment, as well as discipline and grievance procedures.



The Employees and Human Rights Policy (EHRP) is one of the underlying policies of the Code of Business Conduct since 2013.

Stakeholders Dialogue

Since 2011 ReputationInc Consultants has tracked the reputation of SCC with its key stakeholders. Each year, we conduct in-depth phone interviews with a selection of 30 stakeholders in Government, Suppliers, NGOs, Customers and Trade Associations.

This reputation study shows that our Stakeholders see SCC as a Company that takes great care of its employees, led by high quality management.

In 2014, we held several face-to-face meetings with our partners aimed at achieving improved and more active listening, using their suggestions to improve the way we do our business.

Our Stakeholders consider SCC to be a leading Company, feeling a strong emotional bond with our Company and brands, based on long term relationships.

SCC 4.36

HEINEKEN 4.20

Overall reputation score 2014

Source: ReputationInc

Unforgettable Journey

Our People are one of the main strategic pillars of SCC’s business.As such, in 2014 we launched the trainees programme “The Unforgettable Journey”, an innovative recruitment concept that values the talent of youths with a passion for our company brands.The main goal of this programme was to find new young talents and hence get even closer to the millennium generation. To this end, SCC created an audacious communication campaign with a strong presence of our brands at various universities in Lisbon and Porto.

At the end of the different stages of the programme, which included various dynamic challenges, the 8 final candidates, selected among 800 candidates, had the opportunity of demonstrating their talent, energy, passion, desire to win and ambition to become a member of the SCC team.



About this Summary Sustainability ReportSee the SCC’s Sustainability Report 2014 in www.centralcervejasbebidas.pt

For the full Sustainability Report 2014 including detailed performance data and moving images, visit www.sustainabilityreport.HEINEKEN.com

Company NameA SCC-SociedadeCentral de Cervejas eBebidas, S.A.publicationApartado 152626-851 VialongaPortugalT: +351 21 952 86 00E: [email protected]

Production and textSCCCorporate Relations

PhotographyHEINEKENSCC

Graphic design and electronic publishingAddison Groupwww.addison-group.net

For the global Sustainability Report 2014, visit: www.theheinekencompany.com/sustainability

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