HEINEKEN raises £150,000 for alcohol misuse charity partner Addaction

4th November 2014

GroupshotKatie EmslieTough Mudder Group

HEINEKEN, the UK’s leading cider and beer Company, launched ‘Act for Addaction’ for their Charity of the Year in May this year.

‘Act for Addaction’ has seen hundreds of HEINEKEN colleagues across the UK taking part in a programme of fundraising and volunteering throughout the year. The campaign culminated with HEINEKEN’s Managing Director David Forde joining 50 colleagues to run the Royal Parks Half Marathon side-by-side with Addaction’s Chief Executive, Simon Antrobus.  

In total, the campaign has raised over £150,000, more than doubling the £70,000 target.

David Forde, Managing Director of HEINEKEN UK said:

“We’ve worked in partnership with Addaction for nearly a decade and ‘Act for Addaction’ has taken our relationship to the next level. All our colleagues across the UK – at our breweries, at our offices, in our sales teams have really got behind this cause and I’ve been blown away by how much we’ve raised.

“What’s been particularly interesting for us is that many of the volunteering activities have challenged our colleagues to use their skills and creativity in new ways, for example we’ve set up a mentoring scheme between HEINEKEN mentors and Addaction staff.”

Simon Antrobus, Chief Executive - Addaction, said:

“Addaction’s partnership work with HEINEKEN has been of such benefit to both organisations. For nearly a decade HEINEKEN have supported effective treatment services for alcohol misuse, but this year the extent of their fundraising and volunteering contribution exceeded all our expectations. Addaction’s staff and service locations have gained hugely, and HEINEKEN’s ongoing support will continue to make an enormous difference to the people who need it most.”

Fundraising activities have included a sponsored walk across Wales, tandem skydiving, and a team hike up Ben Nevis. Volunteering activities have ranged from a team of volunteers hosting a fun day for families supported by Addaction’s Barnsley service, to refurbishing Addaction service centres in Barnsley, Brent, Dunfermline and Derbyshire.

Colleagues could also ‘pledge a mile’ on exercise machines set up at all sites, with HEINEKEN donating £10 for every mile colleagues walked, ran or cycled. In total, 5,460 miles were pledged.

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For interviews or further information please contact Siena Parker on 07789924605 or siena.parker@heineken.co.uk

Notes to Editors:

About Addaction              
Addaction is the UK’s leading drug and alcohol treatment charity. Every year, they help 50,000 people in England and Scotland to recover from their problems, rebuild relationships and go on to live fulfilling and meaningful lives. For more information, visit www.addaction.org.uk.

About HEINEKEN & Addaction   
HEINEKEN has worked in partnership with Addaction for nearly a decade. We fund and support new, targeted approaches to tackling alcohol misuse and alcohol harm. Initiatives established through the partnership include the West Glasgow Over 50s service, tackling ‘invisible’ drinking among older people by reducing social isolation, and the Manchester Ex-Offenders Service, which provides tailored support for ex-offenders with alcohol issues as they settle back into the community.

We removed the high strength ciders, White Lightning and Strongbow Black, from our portfolio. This was a proactive decision to exit this part of the market after a ‘Seeing is Believing Visit’ by our UK Management Team in 2010 to an Addaction service in London.

About HEINEKEN               
HEINEKEN in the UK is the country’s leading cider and beer business and part of HEINEKEN N.V, the world’s most international brewer. Its portfolio of global brands includes Foster’s, Heineken®, Strongbow, Kronenbourg 1664, Desperados, John Smith’s and Bulmers, as well as heritage brands such as Deuchars and Newcastle Brown Ale.

Around 2,000 HEINEKEN colleagues work across offices, breweries and cider mills across the UK. As well as being a brewer and cider maker, HEINEKEN is the fourth largest pub operator in the UK with more than 1,100 pubs as part of our pub business Star Pubs & Bars.

HEINEKEN is a CommunityMark company – the UK’s leading benchmark by Business in the Community in excellence in community investment.  HEINEKEN is a founding partner of Helping Britain Blossom, which helps local people within their community to plant, care for and harvest fruit trees.  For more information, visit www.heineken.co.uk