The research revealed that 75% of millennials say they now limit the amount of alcohol they drink on the majority of their nights out, while 41% prioritise “taste” and 32% care about “quality”.
To answer the findings, Heineken’s campaign focus on moderation and includes digital and experiential activity as well as seeing a new advert launching in cinemas this week to encourage people to trade up and spend more, by enjoying fewer, more premium drinks on a night out.
David Lette, Heineken Brand Director said: “This research highlights that young adults are choosing to drink in moderation and to remain in control on a night out. With the prevalence of social media, these consumers are increasingly conscious of their ‘personal brand’ and do not want to be associated with behaviours likely to damage it. Therefore when they are with friends, enjoying a drink, quality over quantity is a natural choice."
Lette added: "Our campaign provides an opportunity for both retailers and publicans to drive sales value by offering premium brands for consumers to trade up to, treating themselves to one or two more premium drinks, rather than purchase a higher volume of lower value drinks.”
The ‘Moderate Drinkers Wanted’ campaign follows Heineken’s ongoing pledge to invest 10% of the brand’s media spend in dedicated responsible consumption campaigns and follows its ‘Dance More, Drink Slow’ campaign in 2014 and Heineken’s ‘Sunrise’ campaign in 2011 which promoted a “know your limits” message.