Beer giant Heineken is tapping into the changing attitude to drinking among younger consumers with its latest marketing campaign.
New research, conducted by trend-analysts, Canvas8, on behalf of the premium beer brand, shows that moderate alcohol consumption is becoming the new cool among millennial consumers.
It found that self-awareness and staying in control are the motivating factors for moderating alcohol consumption during a night out with 75% of millennials saying they now limit the amount of alcohol they drink on the majority of their nights out. The popularity and reach of social media among this age group means that control of their self-image is paramount, Heineken maintains.
Polling 5,000 21-35 year-old premium beer drinkers in five countries, 59% of millennials cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night-out. Indeed, more than one in three (36%) admit they have suffered from ‘social shaming’ caused by appearing to be drunk in a photo on social media.
Gianluca Di Tondo, senior director global Heineken brand, commented: “This study shows moderation is becoming an active choice for an image-conscious generation wanting to stay in control. 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.”
Heineken's new 'Moderate Drinkers Wanted' ad campaign can be seen here. It is the latest installment of the company's over-arching 'Enjoy Heineken Responsibly' drive aimed at boosting the trend of responsible consumption.