SOURCE: Heineken USA

March 16, 2010 10:00 ET

Heineken USA Presents Mission Beverage and DBI Beverage With the Company's Third Annual 1864 Award for Responsibility

California Distributors Recognized for Commitment to Responsible Consumption Efforts in Local Communities

WHITE PLAINS, NY--(Marketwire - March 16, 2010) -  Heineken USA today announced the recipients of its annual 1864 Award for Responsibility - Mission Beverage Company from Los Angeles and DBI Beverage of West Sacramento. The awards were presented at a sales and marketing meeting in Nashville, Tenn. on Thursday, where Heineken USA celebrated its wholesaler and distributor partners' efforts to join the company's commitment to encourage the responsible consumption of beverage alcohol.

The award's name recognizes the year Gerard Adriaan Heineken founded the Heineken company, based on the ideas of moderation and responsibility. 

"Since our company was founded, we have closely held the values and the ideals of moderation and responsibility. We feel it's important to recognize those who continually and consistently step up and work in collaboration with Heineken USA to create and support programs that address issues like drunk driving and underage drinking," said Chris Steffanci, senior vice president of sales, Heineken USA. "That is precisely why we created the 1864 Award for Responsibility -- to celebrate our distributors for taking responsibility beyond a simple message and putting it into action. The teams at Mission Beverage and DBI Beverage set the bar for their responsibility work in the community this year."

Mission Beverage - Responsibility Begins At Home
Mission Beverage started their responsibility efforts through the implementation of an alcohol policy for all employees. While it seems self-explanatory, they have taken steps to help their employees be responsible members of the community, regardless of department, including a zero tolerance policy for any non-sales related activities. Additionally, Mission Beverage sponsored public service announcements on local radio stations during the key Spring Break, graduation and holiday seasons. These radio spots were reinforced through a program with the Los Angeles County Sheriff, bringing the message of the dangers and consequences of underage drinking and drinking and driving directly to Los Angeles area high school students.

DBI Beverage - Responsibility at Every Touch Point
DBI Beverage focused their responsibility activities at retail locations and wherever Heineken USA products are sold. They instituted a ten-second rule in which every account is audited monthly to ensure a responsibility message is seen within ten seconds of entering any and every retail establishment. DBI Beverage incorporated Heineken USA's designated driver program's logo and messaging virtually everywhere consumers might come in contact with the brands - on management vehicles, on delivery trucks, in cooler wraps and floor decals, and in every piece of custom point-of-sale merchandise they produce. This commitment to reducing drunk driving also came to life in a season-long, dedicated designated driver program with the local triple-A minor league baseball team.

Ongoing Focus on Responsible Consumption
Heineken USA has long been recognized for the heritage, quality and integrity of its products. That commitment to integrity extends beyond its products to its focus on giving back to the communities where its employees live and work and where its products are enjoyed. Chief among Heineken USA's corporate citizenship pillars is its firm commitment to encouraging the responsible consumption of beverage alcohol.

Among other distinctions, it was the first brewer in the world to place a responsibility message on all of its bottles and cans. Heineken USA was also the first alcohol company to place a responsibility message on all of its TV, radio and print advertising.

About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit For a safe ride home, download the Heineken USA-sponsored Taxi Magic application from your smartphone.