Heineken Uncaps Global Push to Celebrate Moderation

It is based on a survey conducted in five countries including the United States, United Kingdom, the Netherlands, Mexico, and Brazil

Heineken has rolled out a global marketing campaign championing responsible alcohol consumption. Titled ‘Moderate Drinkers Wanted’, it encourages men to drink responsibly during their nights out. The commercial depicts how potential female partners find those who practice responsible behaviour more approachable.

The push is based on research indicating that responsible drinking is becoming the preferred means of enjoyment for those 21 and above. Conducted by Canvas8, 5,000 premium beer drinkers between 21 and 35 were polled across five countries including the United States, United Kingdom, the Netherlands, Mexico, and Brazil.

The report resulted in four key findings, the first of which points to ‘a moderation movement’. Three out of four millennials limit how much alcohol they drink on the majority of their nights out. Nearly four of every ten surveyed (38 percent) stated that their alcohol consumption is moderated every time they’re out.

Over two-thirds cited avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out. Thirty-six percent admitted they have suffered from social shaming after appearing drunk in a photo that got posted. The survey refers to the level of awareness described as a ‘masters of the universe’ mentality.

The report uncovered also the significance of ‘quality of quantity’—the x-factor for a great night out is shifting. Millennials have begun prioritising good food and friends over excessive alcohol consumption. The said generation was found to be big on new experiences (49%) rather than the same old ‘great entertainment’ (39%).

On finding the one, the behavioural trend detected appears to reflect a ‘future focused’ mindset. Ninety-seven percent of those polled offered that excessive drinking is not conducive to meeting someone and falling in love. The vast majority of the group (88%) accepted that they are responsible for how their life turns out.

Displaying depth and accountability, almost three-fourths (71%) of the survey’s participants said that their life is better when they function in moderation. Meanwhile, seven out of 10 or sixty-nine percent felt they needed to work harder for career success than their parents.

“This study shows responsibility is becoming an active and attractive choice for a motivated generation who want to stay in control. Drinking responsibly enables millennials to shape their own reputation and make the best of every opportunity that comes their way,” said Nuno Teles, Chief Marketing Officer of Heineken USA.

The new campaign is celebrates the flagship brand’s commitment to conveying the ‘Enjoy Responsibly’ message. It is the third chapter of Heineken’s continued efforts surrounding the movement which launched its Sunrise campaign of 2011 to promote the idea that there are no limits when you know your own.

The 2014 installment, its second, carried the theme ‘Dance More, Drink Slow’ and was built around a pioneering partnership with the world-renowned DJ Armin Van Buuren. Heineken also uses sponsorship platforms like the UEFA Champions League, Rugby World Cup, and music events worldwide to deliver its message.