The move follows new global research into the drinking attitudes of Millennial consumers (between 21 and 35 years-of-age) which reveals that three out of four Millennials limit the amount of alcohol they drink on the majority of their nights out; at such times self-awareness and staying in control are the motivating factors moderating alcohol consumption.
The research, conducted by trend-analysts Canvas8 on behalf of Heineken, polled 5,000 21-35 year-old premium beer drinkers in five countries: the US, the UK, the Netherlands, Brazil and Mexico.
It was commissioned to provide insight into the company’s latest ‘Enjoy Heineken Responsibly’ campaign, ‘Moderate Drinkers Wanted’, aimed at boosting the trend of responsible consumption.
Convas8’s key findings in the report include:-
Masters of their own universe
- 59% of Millennials cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night-out
- More than one in three (36%) admit they’ve suffered from ‘social shaming’ caused by appearing to be drunk in a photo on social media.
- 88% accept that they’re responsible for how their life turns out
- 69% feel they have to work harder for career success than their parents
- When it comes to finding ‘the one’, 97% believe that drinking excessively is not conducive to meeting someone and falling in love
- 71% believe that their life is better when they moderate their behaviour.
‘Quality over quantity’
- Taste (41%) and quality (32%) are the priorities when choosing an alcoholic drink
- Price is key for one in five (19%) while alcohol strength is important to less than one in 20 (4%)
- The x-factor for a great night out is shifting with Millennials prioritising good food and friends over excessive alcohol consumption. They’re also searching for ‘new experiences’ (49%) rather than the same old ‘great entertainment’ (39%).
‘A moderation movement’
- 38% state that they moderate their alcohol consumption every time they go out
- 75% of Millennials limit how much alcohol they drink on the majority of their nights out
- More than half of respondents respect others’ decisions to moderate without teasing or pressure.
“This study shows moderation is becoming an active choice for an image-conscious generation wanting to stay in control,” commented Gianluca Di Tondo, Senior Director for the Heineken Brand globally, “Drinking responsibly enables Millennials to shape their own reputation and to make the best of every opportunity thrown at them. Given the pervasiveness of social media for this age group the ‘personal brand’ is key, so it’s increasingly about quality not quantity.”
Goal Auzeen Saedi, psychologist and Millennial behaviourial expert, added, “Millennials have grown up in a period of rapid technological change, globalisation and economic disruption. The result is their outlook on life is sharply different to previous generations. They’re dedicated to positive lifestyles. Drinking in moderation is one aspect of this, taking matters into their own hands, making positive lifestyle choices and attempting to make the best of every opportunity that is thrown at them.”
Against this backdrop, Heineken has launched its new Heineken brand-led campaign.
For the first time women are at the heart of the campaign – empowered to encourage men to moderate their drinking on a night out, in a lighthearted way. By showing positive behaviour Heineken believes it can help change consumer attitudes to alcohol consumption.
The new campaign builds on Heineken’s long-standing commitment to use its flagship brand to convey the ‘Enjoy Responsibly’ message.
Heineken’s ‘responsible consumption’ message is also delivered through sponsorship platforms such as UEFA Champions League, Rugby World Cup and hundreds of music events around the world. The messaging also appeared on more than 8 billion bottles and cans in 2015.