Our Vision and Values

We combine our storied past with a clear vision for a better future based on our core values.

There’s something special about DB. Our employees know it, and it has a lot to do with our clear Vision and Values. As a family-owned company, HEINEKEN also has very strong and clear values.

DB’s Purpose is to Brew a Better New Zealand for people, the planet, and our business.

The DB Spirit

The DB Spirit is an important part of what gives us the X-factor - we choose to live every day with this Spirit at the core of what we do, to help us realise our Vision. The DB Spirit originates from the legendary Morton Coutts who always challenged the impossible. He embodies our spirit of innovation and demonstrated this throughout his career as a genius whose breakthroughs revolutionised the brewing industry from the 1950s. Morton’s significant achievements continue to flow through DB’s DNA today and make this company so special.

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DB Values

Living the legendary DB Spirit is achieved primarily through our three Values that are aligned with HEINEKEN:

Passion for Quality

From the very beginning, HEINEKEN, like DB, has placed the utmost importance on quality. We are inspired by consumers to brew the best beverages, and extend that passion to all of our brands, products, and activities.

This dedication shapes everything we do, from growing our brand portfolio to delighting customers and consumers through innovation. It’s why we invest in our people, technology, and the continuous improvement of our organisation and operations.

Respect for People and for the Planet

We are committed to our communities and strive to considerably improve the impact we make on the planet. This means that we respect human rights, and treat the people and places around us with the greatest degree of care. We adhere to the laws and regulations of each of our local markets. We also draw strength from the difference between people and culture. The responsibility we feel for our surroundings has shaped our responsible alcohol, social, and environmental practices, and forms the foundation of our business purpose, Brewing a Better New Zealand.

Enjoyment of Life

The HEINEKEN Company brings people together to make life more enjoyable. We bring joy to consumers through the responsible promotion of our products, and sponsoring events that are important to their communities. Our company culture reflects our three values. People enjoy working for our company because of our heritage, our world-class brands, and our passionate colleagues.