Untitled - Pivovary Staropramen

Company Profile
The current company Pivovary Staropramen s.r.o. was formed on 1. 2. 2013 by Pivovary Staropramen a.s.
merger with Molson Coors Czech s.r.o. to which the assets of the company being acquired, Pivovary
Staropramen a.s., were transferred. Since that date the acquiring company has been using the trade name
Pivovary Staropramen s.r.o. From 1.3.2013 to the present day the Company has two members, Molson
Coors Netherlands B.V. and MOLSON COORS LUX 2.
Brewing and malting are the Company´s main objects. The Company owns properties in which it operates the
brewery in Prague 5 – Smíchov and brewery in Ostrava.
Pivovary Staropramen s.r.o. is the second largest beer producer in the Czech Republic and one of the Czech
largest beer exporters. The key brand Staropramen is presently enjoyed by beer drinkers in 36 countries
worldwide.
The Company is not dependent on any patents, licenses, industrial, commercial or financial agreements or
new production processes which would be of crucial importance for the Company´s business activity or
profitability. The Company currently does not conduct any significant litigation that might have a serious
impact on its business activity. Neither in 2015 nor in the previous financial years the Company interrupted its
business activity.
The Company was not engaged in research and development activities in 2015. The Company has no
establishment abroad.
The fact that Pivovary Staropramen s.r.o. became a part of Molson Coors Group in 2012 is helping develop
not only the Company’s commercial relations, but also the corporate social responsibility field where the
Company may draw on many years experience of the Molson Coors Group whose activities in this sphere are
appreciated worldwide.
Introductory Word of Legal & Corporate Affairs Director
As a major producer and employer our company Pivovary Staropramen s.r.o. is interested in its surroundings
and communities of which it is part. It takes active part in debates and activities to improve the state of affairs
and as a good neighbor it endeavors to help the needy.
Already nine years have now passed since the volunteer project called Community Days was started. The
project objective aimed to help Prague 5 city district to revitalize the environment of the Prokopské and
Dalejské Valleys. Who would even know that a small one day event in which 15 members of the Company´s
top management took part those days would be an event in 2015 that would last 4 days and would be
attended by a total of 190 employees at 6 locations in Prague and Ostrava!
In the same way the Collect The Caps, We Will Build… project developed,
being presented by us in 2011 internally and the objective of which was to
transform - in cooperation with our employees, business partners and suppliers
that process plastics - PET bottle caps and cartons into equipment such as
benches, tables or play equipment. In those days we had no idea that in 2014
we would connect the initiative with the Staropramen brand and musical
experiences that are inseparable from the brand. The connection has borne fruit
and thanks to that in 2015 we celebrated the second year of Festivals Without
Barriers which allowed two hundreds of the disabled to fully enjoy the musical
festivals without barriers and limitations the life brings them.
As is evident from both cases shown above, the project size and budget doesn´t always matter. If there is a
good idea at the beginning, which arises from a responsible approach, even a small initiative of local
dimension may then become a nationwide project that has considerable overlap.
I stood at the beginning of building the concept and strategy of corporate social responsibility in our Company,
putting the individual activities and acts together into a coherent CSR Map and watching how it was being
filled up day after day, how the individual quadrants were being interconnected and slotted together like
pieces of a puzzle. Even years after that I am pleased that despite it is a living organism which is constantly
evolving and changing this concept has retained its original intention even today. The thing is we are still
concerned with being responsible and, therefore, we behave accordingly - to our surroundings, the
environment, business partners and employees.
We enjoy helping!
Edita Šilhánová
Legal & Corporate Affairs Director
Pivovary Staropramen s.r.o.
Concept of Social Responsibility at Pivovary Staropramen s.r.o.
At Pivovary Staropramen the concept of social responsibility is a long-term strategy consisting of four
pillars: the Environment, Responsible Producer, Community Relations and Responsible Employer. We
consider our concept to be an integral and interconnected composition of all that our company
accomplishes and supports in the field of social responsibility. Our motto is “We enjoy helping” and
such is also our approach to all the activities in this field.
1st Pillar - Environment
We have been engaged in protecting and caring for the environment for a number of years. As a major
producing company that has its breweries in Prague and Ostrava we cannot and, above all, do not want to
disregard our intervention in and influence on the environment. We therefore endeavor to minimize our
footprint at our breweries.
Thanks to our investments in modernization we succeed in saving resources and in carrying on production in
a more environmentally friendly way. In 2015 we finished several important innovations. In Smíchov we
modernized a can line, thanks to which it is possible to increase production of canned beer by up to 30% and
to offer new types of such packaging. The operation of the modernized line saves, at the same time, the
consumption of water and steam and that is why our operation is both greener and more cost-effective. At the
Ostravar brewery the reconstruction of both bottling lines was completed. New equipment not only enhances
quality, capacity and flexibility of racking the beer into bottles and kegs but also saves electrical energy as well
as water resources due to the improvement of sanitation processes in transfer tanks.
We have been gradually reducing our energy dependence as part of sustainable business efforts for a long
time. Since 2011 we have reduced the specific water consumption (proportion to the racked beer) at the
Staropramen brewery in Smíchov from 4 hl to 3,64 hl in 2015, electricity consumption from 6,81 kWh/hl to
6,42 kWh/hl and heat consumption from 56,17 MJ/hl to 47,68 MJ/hl.
We also pay considerable attention to waste management. At present, we separate approximately 95% of the
waste produced. Thanks to our 2014 contribution to the EKO-KOM recycling system, the take-back and
recycling of 3,205 tonnes of the packaging waste was ensured. The proportion in an overall reduction in
greenhouse gases production amounts to 7,370 tonnes of CO2, that representing energy savings of 166,189
GJ. This corresponds to CO2 emissions produced e.g. by 3,464 mid-size passenger cars per one year in
service.
The sustainability objectives for Pivovary Staropramen within the Molson Coors Group are set by 2020. Until
that time, the group intends to use 100 % of reprocessable or recyclable wastes. Furthermore, it intends to
reduce energy consumption by 25 % and water consumption by 15 %, and it plans an overall reduction of
carbon footprint by 15 %.
We support our employees’ ecological way of thinking and proactive approach in the field of cost savings by
the Good Idea programme created in 2008 in which an expert committee rewards ideas leading to further
reduction of costs or resources spent on the operation of our breweries. In 2015 we supported this
programme through internal communication in the logistics and production departments. The changes had a
major impact on the programme functioning. We registered four times the number of submitted but also
implemented ideas. Of a total of 164 ideas submitted 112 were implemented. Every second employee from
the production and logistics departments submitted a good idea, one in three of which was implemented.
Also in 2015 we remembered important days such as World Water Day, Earth Day and World Environment
Day. During these days, we prepared interesting informative materials for our employees from which they
could obtain information how to behave environmentally friendly not only at their workplace but also at a home
setting.
We keep the environment in mind even after beer is produced – when storing, when transporting beer to
customers but also when taking care of it in our establishments. We use the space of goods vehicles in an
effective way, sanitize draught equipment using easily degradable products, use ecological washing tables for
glass and dispose of neon signs ecologically. Responsible approach became an integral part of all we do.
A good example of such responsible approach is also the fifth year of the Staropramen EKO Rallye project
that aims to motivate the sales team drivers to manage the fuel effectively. In 2015 a total of 185 persons
were assessed in the project. All competitors could watch each other´s results encouraging them to moreefficient driving for which the winners were subsequently rewarded.
In 2011 we went even further in our environmental support and recycling promotion and presented a new
internal Collect The Caps, We Will Build... project whose objective was to transform - in cooperation with our
employees, business partners and suppliers that process plastics - PET bottle caps and cartons into
equipment such as benches, tables, waste baskets or play equipment to give them subsequently as presents
to non-profit organizations within the locations where our breweries are situated.
The project underwent a substantial extension in 2013 when we started collecting metal caps besides the
plastic caps. Until that time, we undertook the activities in the field of corporate social responsibility under our
company’s name only. The brands were included in our projects in 2013 for the first time. The Braník brand
has become a predecessor connecting the responsibility-related elements with its advertising campaign.
Thanks to such synergy we have succeeded in getting involved in these activities also our consumers who are
thus helping jointly with us.
The Braník brand was a great help also in 2014 and 2015 within a big consumer promotion when our
consumers were collecting plastic and metal caps at the beginning of beer season to receive a prize for them
in the form of original Braník sausages. In the context of this event, there were tens of thousands of prizes
every year and tonnes of caps collected.
The plastic caps were recycled by us and from the materials obtained useful objects according to our
partners´ needs were produced for our long-term partners such as the Centre for Assistance Dog Training
Helppes, the Natural Scientist Station or Moravská Ostrava and Přívoz city district. The metal caps were
subsequently delivered for further processing and the acquired financial resources used again for help to
those who need it.
In 2014 we presented a project Staropramen Festivals Without Barriers. We made the best of the high
potential of the Collect The Caps, We Will Build… original project and of the long-term connection of the
Staropramen brand with music and music events throughout the Czech Republic and we invited the festival
participants to help us tear down the barriers preventing the wheelchair users to fully enjoy the festivals.
Thanks to the plastic and metal caps brought by visitors to selected summer events we were able to build
platforms and ramps for wheelchair users and to ensure that for money received from the sale of caps the
hygiene facilities, relax zones and other equipment have been leased and constructed, thanks to which the
first festivals without barriers originated in the Czech Republic.
Needless to say, we could not be able to handle it by ourselves. Therefore, in the following years, we
contacted several organizations representing wheelchair users, our partners able to recycle and produce
necessary equipment and, last but not least, hundreds of persons and institutions who helped us collect the
material for recycling and construction.
While in 2014 the Festivals Without Barriers project took part in 5 open-air events (festival Votvírák, Rock
for People in Hradec Králové and in Havlíčkův Brod, Mezi ploty (“Between the Fences”) and Nouvelle
Prague), in 2015 there were already 6 events (festival Rock for People, Votvírák, Vysmáté léto, Rock for
Churchill, Mezi ploty (“Between the Fences”) and Nouvelle Prague). Thanks to the Festivals Without Barriers
more than two hundred wheelchair users could have enjoyed the open-air concerts in 2015.
Project website: http://festivalybezzabran.cz/
Look here to see how MUSIC WITHOUT BARRIERS looks like
2nd Pillar = Responsible Producer
As a responsible producer of alcoholic beverages we are aware of the risks associated with irresponsible
consumption of our products. Our corporate and industry communications rules are governed by strict ethical
rules embodied in the commercial communication code. We are long-standing supporters and active
promoters of a responsible beer consumption, sale and marketing both in the Czech Beer and Malt
Association - an active member of which we are, and in our own marketing activities. We regularly organize
the instruction courses and trainings for our employees from the sales and marketing departments and
also for our agencies which we cooperate with.
As one of the founding members of the Responsible Brewery Initiative established in 2003 under the
auspices of the Czech Beer and Malt Association which organizes regular events aimed at preventing drunk
driving several times a year, we also joined the When I Drive, I Drink NA Beer project in 2015.
For the fifth year in a row, this project’s objective is to minimize consumption of alcohol behind the wheel,
being a major cause of serious road accidents, and to increase driver awareness of non-alcoholic beer as a
safe alternative with regard to law compliance and safe driving. The project’s partners are member breweries
of the Czech Beer and Malt Association, Czech Republic Police and the BESIP Department of the Ministry
of Transport of the Czech Republic.
In 2015 this project was implemented in the form of educational events focused on drivers, being prepared in
cooperation with the Czech Republic Police and the BESIP, and also in the form of summer music festival
events aimed at the impact of alcohol consumption on driving.
Pivovary Staropramen discloses its corporate social responsibility information regarding legal drinking age
and a call for responsible consumption of its products on all marketing materials beyond the legal
requirements.
One of the problematic themes of our branch we are trying to prevent on a long-term basis is the sale of
alcohol to minors. Naturally, our consumers also solve the same problem. As this is a problem of society as a
whole, we have decided to combat such behavior using cooperation between the breweries within the Czech
Beer and Malt Association whose important member we are. The said cooperation of breweries resulted in the
Ludo (Don´t be angry, man) project aimed at helping store chains and their cashiers to resolve the minors´
everyday attempts to purchase alcohol.
Having been implemented by the Czech Beer and Malt associations since 2013, this project falls in the area of
prevention and is aimed primarily at educating the sales personnel who encounter the minors´ requests for
sale of alcoholic products most frequently. In recent years COOP retail chain, as the first one, has been
actively engaged in the project, enabling to more than one hundred of its establishments to carry out a study
to identify the main reasons for sale of alcohol to the minors. 400 employees of COOP were trained through
the qualified instructors as a result.
In 2015 another 190 stores from several regional chains were registered for participation in the project. At the
same time, cooperation was agreed also with the Kaufland store chain in which all cashiers and head cashiers
were trained at 120 establishments at the beginning of the year! To date, 6,000 cashiers are estimated to
have been trained!
In this year the instructional video has been created as an effective means of education, showing scenarios of
confrontation between a cashier and a minor attempting to purchase alcoholic products. The video
encourages shop personnel to rigorously control the buyer´s age and it provides a number of practical advice
as to how avoid conflict situations on checking the purchase and to comply, at the same time, with the
statutory prohibition to sell alcohol to the minors.
The Ludo project is a practical example of that we have the ability to solve the society-wide problem
effectively even in such a sensitive area as the alcohol consumption by minors is.
3rd Pillar = Community Relations
For many years now we have been endeavoring to be a good neighbor who is interested in what is happening
in its community, who is actively engaged and helping. That is why we participate every year in the Prague
and Ostrava cultural and social events organized by the local city districts and also in the international trade
fairs such as e.g. MIPIM or Expo Real where we proudly represent our home cities.
In order to make sure that we are helping effectively and in a manner that is most helpful we work closely with
the management of the city districts where our breweries are located, continuously identifying the needs of
local communities.
Days, When We Help alias Community Days project is one of our oldest projects focusing just on specific
help to communities. In 2015 the event took place for the ninth year in a row and was met with good response
from the employees both in Prague and Ostrava every year. Over the years, the number of participants in this
event increased several times and that is why a total of 7,800 volunteer hours could have been worked over 9
years. The company’s top management regularly participates in the event since the first year as well, being its
ambassadors and leading the individual working groups.
Within the framework of the project, we cooperate on a long term basis with organizations seated in the
surroundings of our breweries in Prague and Ostrava. According to tradition, in 2015 we provided help in
Prague to the Centre for Assistance Dog Training Helppes, to the Natural Scientist Station and, for the first
time, to The Prádelna Community Centre integrating the Prague 5 citizens of different age groups and
organizing leisure time activities, trips and language, musical or sport courses. All participants became
involved in work with energy and joy, taking a great deal of pride in the result of their work.
We have been cooperating with the Helppes organization for the fifth year in a row. In 2012 we became a
general partner of the organization and succeeded in coordinating and interconnecting our activities. Besides
the event Days, When We Help or Community Days, in 2015 we cooperated with Helppes also in other
activities – we supported their events by providing our products, providing free legal consultancy, we ensured
that Helppes and their dogs visited the Children’s Rehabilitation Day Care Centre in Ostrava with which we
cooperate on a long term basis, and last but not least, we took part in a recondition and integration stay of the
Helppes organization’s clients where a lecture on beer was given by our trade brew master to Helppes clients
already for the third year in a row.
The employees, clients and supporters of Helppes have also been actively involved in the project Collect The
Caps, We Will Build... for several years already. In 2015 we added the caps collected by them to other caps
whereby we provided joint support to the Festivals Without Barriers.
The fact that this partnership works perfectly is demonstrated, among others, by our employees’ interest in the
events organized by Helppes, be it the Championship of the Czech Republic in Assistance Dogs Performance
and the Championship of the Czech Republic Guide Dogs Performance or the Super Day event when
Helppes hands over the trained assistance dogs to their new owners in the ceremonial handover.
The employees of the Ostravar brewery have been supporting the Children’s Rehabilitation Day Care
Centre in Ostrava-Poruba since 2009.
In 2015, we asked the representatives of our partner organization Helppes for the third time already to pay a
visit to the children at the Day Care Centre and give them a demonstration of how they train the assistance
dogs. The event not only brought a smile to children´s faces but in particular helped improve their health.
Thanks to so called canis therapy, i.e. dog and man therapeutic contact, the children were able to relax and
calm down – that being what a number of them need if their diagnosis is taken into account. We are very
pleased that Helppes visit has become a nice and welcome part of the autumn programme of the children and
employees of the Day Care Centre.
In December the employees of the Ostravar Brewery organized a voluntary funds collection for the Children´s
Rehabilitation Day Care Centre, the proceeds of which were subsequently handed over at the Saint Nicholas
Day party. Our company added more than double the collected amount, helping thus to purchase technical
equipment required for communication of disabled children with their nursing staff.
4th Pillar = Responsible Employer
High-quality products, good sales and financial results and, last but not least, satisfied and hence loyal
employees form the basis of a successful company. Since we are aware of the importance of care of our
employees, we pay a great deal of attention to it. We provide our employees, first and foremost, with a healthy
and safe environment for their work, we support their education and offer them the opportunity of career
growth in our company as well as within the Molson Coors Group.
The 2015 year was already the sixth year of the Staropramen Sales Academy project. Upon successful
completion of the project, several dozens of employees of sales department have upgraded their
qualifications. There has been much interest in this project since its beginning because the employees,
among others, can make sure with their colleagues that in this way they can conduct their own development
and further career within our company.
We boast that there is a long-term low voluntary fluctuation and a large number of long-time employees.
Brewing is a traditional Czech industry in which several generations work in many cases. Our company is no
different.
In our diverse teams, all economically active age groups are represented and we record a high female
employment ratio as well, namely 33% which is - for a producing company - an unprecedented large number
we achieve, among others, by a long-term cooperation with selected universities and secondary schools by
providing internships for students, professional lectures or excursions, trainee programme and sponsorship.
Mixture of these activities as well as the opportunities for both the new and existing employees makes us an
attractive employer that is in demand on the labor market.
After a one-year break, we organized a meeting for our employees and their families in both of our breweries,
called Family Day. The most popular part of the programme was undoubtedly the brewery tour including
production premises and then a brewing school under leadership of our trade brew master. There were
various attractions and competitions for interesting prizes prepared for kids. A team from the Helppes
organization joined the ranks of participants as well to show what all the assistance dogs can learn during the
training period, i.e. in 8 – 10 months. Participating in the brewery´s Family Day for the second time already
and being remembered by many employees from the previous year was the first guide mini horse trained by
the director of the Helppes organization, arousing great attention.
In September 2015 the Molson Coors Employment Survey was carried out which is held every two years
and through which the employees may provide the company with comments on how we are performing in the
area of management, vision, communication, talent development and working environment. These opinions
are very important to us, enabling us to work on the improvement in areas the employees care most about.
Pivovary Staropramen is an active member of the major expert platform for sharing and disseminating CSR
and sustainable business principles in the CR Business for Society which is associating the companies that
implement the principles of sustainability and corporate social responsibility in their activities.
In 2013 the representatives of our company signed the Diversity Memorandum 2013+ promoting equal
opportunities on the labor market and active implementation of the principles of gender equity. In 2014 the
company signed the European Diversity Charter together with other major companies in the Czech
Republic.
Map Of Activities In The Field Of Corporate Social Responsibility
Our activities in the field of corporate social responsibility have been drawn by us in the CSR map available at
our company’s website: http://www.pivovary-staropramen.cz/cs/o-nas/pomahat-nas-bavi/csr-mapa/.