"Winning looks like harmony, camaraderie, self-growth, and group accomplishment. Being able to be independent or working as a team, and over-delivering at speed. When I have done a good job, helped others do better than me, and everyone feels happy and accomplished, approaching each day with gratitude and looking forward to the next, that is victory."

Most of Heineken's cultural statements directly link back to their purpose and core values. "We want to be clear on 'what winning looks like'. We always want to win, but only in the right way, by doing the right thing, even if that means letting business opportunities go. We recognise that this is not always easy, but we take great pride in putting our values over value, no matter the situation. Our purpose is our core reason for being. We brew the joy of true togetherness to inspire a better world. It shapes our strategy and inspires our people. Our values are what we stand for: Passion for consumers and customers. Courage to dream and pioneer. Care for people and planet. Enjoyment of life. Our dream is to shape the future of beer and beyond to win with consumers. We brew the highest quality beers and beverages to best serve our customers... to win together."