Heineken also has a similar strategy called Brewing a Better Future and focusses on four areas, namely water, CO2, sourcing and responsible consumption. Heineken and SABMiller has recently joined forces with three other beer giants to promote beer’s versatility. This is an obvious attempt by the major beer producers in the world to grow generic beer consumption (primary demand) in the face of a range of new competitive products such as bottled water and flavoured alcoholic beverages.

Heineken’s new strategy, Brewing a Better Future, primarily focusses on sustainability by looking to reduce its water usage and CO2 footprint. Which principle of the marketing concept is addressed by focussing on sustainability and the environment?