20 February, 2019

Heineken named world's most reputable drinks company

Heineken named world's most reputable drinks company

Five drinks companies have made the top 100 on the 2017 World's Most Reputable Companies list.

The annual Global RepTrak 100 list is compiled by the Reputation Institute (RI) and published in Forbes.

In top place was Heineken at No.59. The company was also named No.2 on the Dutch Top 30, behind Philips. 

“The responsibility to strengthen our reputation and protect our license to operate goes all the way to the top of the company, it is a focus point for
our senior managers across the globe," said Jean-François van Boxmeer, Chairman of the Executive Board/CEO Heineken. "We actively engage in a dialogue with our stakeholders, with fans and critics alike. As a leading brewer we also take a clear stance in the debate on alcohol and health, our goal is to make responsible consumption ‘cool’ and fight alcohol abuse.”
Heineken was followed by AB-InBev at No.72, Coca Cola at No.82, Bacardi at No.84 and Pepsico at No.93.

AB-InBev was one of the biggest movers on this year’s list, up 4.5 points.

Based on more than 170,000 ratings collected in the first quarter of 2017, the annual survey is the largest corporate reputation study of its kind, and includes comparative ratings, trends by demographics, and insights into which companies are best regarded by consumers as well as what drives trust and supportive behaviors such as willingness to purchase a company's products, recommend the brand, invest in or even work for the company.

RI's RepTrak System measures the general public's perception of the most highly regarded and familiar multinational companies in 15 countries – Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States – on seven dimensions of reputation including products and services, innovation, workplace, governance, citizenship, leadership and performance.

"The annual Global RepTrak 100 spotlights the companies that truly understand what they stand for and how to reinforce the emotional bond with their stakeholders across all the markets they serve," said Michele Tesoro-Tess, RI executive partner. "This year's Top 100 companies come from different sectors: reputation is a cross-industry asset and companies continuously invest on it because their leaderships finally recognized its impact on business performances."

In putting together its annual list of the world's most reputable companies, RI assigns each company a score – The RepTrak Pulse – ascertained by taking into account the esteem, trust, admiration and feelings the general public has for each company. A company's performance across seven categories of reputation explain the rational drivers behind the emotional bond.

Allen Bonde, RI chief marketing officer, added, "Looking at these top performers, it's clear that offering high-quality products, standing behind them, and meeting customer needs is foundational to delivering on the brand promise. But our data also shows that companies with a strong sense of purpose who are committed to improving on all dimensions of reputation – especially governance and citizenship – tend to be the most highly regarded."

Bacardi thrilled to be on the list for the 5th consecutive year

Bacardi jumped eight spots higher than the previous year in the 100 list. 

"Making this prestigious global list for the fifth time in a row, and moving up ever higher since our first appearance, demonstrates that our efforts to continuously evolve our business and connect with today's consumers in new and more relevant ways are making a difference," said Mike Dolan, chief executive officer, Bacardi. "I want to especially thank our team around the world for their passion and dedication as we work hard to make Bacardi the envy of our industry."

The full list of The World's Most Reputable Companies for 2017 can be found by clicking here.