our values

Our values are a big part of what makes us, us. We wrote them to remind ourselves how to do business in the right way while we work towards our purpose and ambition. In other words, they help us make good decisions and get us closer to achieving our goals, so we make sure we live by each and every one. We use them in our weekly catch ups, our end-of-year reviews, in big meetings, small meetings and chats around the coffee machine. They’re even plastered on the walls and hung in every toilet. Have a read and if you like them, maybe you can hang them up in your own loo.

how to live the values

innocent values cres



Focus on what will help us win by knowing the part you play, getting results and celebrating along the way. 



Keep your promises by thriving on accountability, and doing business in the right way by innocent, our drinkers, our partners and the planet. 



Know yourself and help each other grow by being authentic and self-aware, and asking for and giving feedback.  



Embrace change and learn quickly by adapting to the changing world and finding creative ways to solve business challenges. Be inclusive by asking for different opinions and listening with an open mind. 



Work as one team by doing what's best for innocent, while being kind, straightforward, and respectful to each other.