Singapore millennials now have a new perception of moderate drinking, according to a study by Heineken, which is commissioned as part of this year’s installment of the ‘Enjoy Heineken Responsibly’ campaign.
According to Heineken, it has also been proven that the more alcohol you consume on a night out, the lower your chances of a conversation with that someone you’re attracted to. While 40% of respondents said drinking makes it easier for them to approach someone, a staggering 80% of them are likely to turn their backs on someone whom they deem have had one drink too many.
To that end, the study also found that Singapore millennials are choosing to drink responsibly and moderately due to being image-conscious.
80% felt that they have a responsibility to the company they are in, 70% are concerned with possibly portraying a poor image of themselves, and 60% fear consequent shaming on social media.
The survey found that more than 70% of Singapore millennials surveyed felt that drinking moderately reflects a more positive image of themselves.
In fact, Singapore millennials find moderate drinking is respectable and cool, with majority moderating their drinking.
The Heineken study found that more young Singaporeans are making an active choice to drink moderately, and that drinking responsibly enables millennials to shape their own reputation and to make the best of every opportunity thrown at them.
This year, as part of its #ModerateDrinkersWanted campaign Heineken is calling out on millennials to champion moderate drinking on their nights out. The beer brand said it will reward moderate drinkers in Singapore through the following:
- The #ModerateDrinkersWanted contest calls for consumers to submit a photo of themselves on a great night out and share the reasons why they think moderation is cool. Submissions are to be posted with hashtags #ModerateDrinkersWanted and #HeinekenSG, and stand a chance to win one year’s worth of taxi rides from Heineken.
- The ‘Get Spotted and Win!’ event will see moderate drinkers being spotted at Clarke Quay, Holland Village, Robertson Quay and Dempsey over the weekends of April. Those spotted will be rewarded with a complimentary ride home with Grab. Over S$70,000 worth of rides will be rewarded through the campaign period.
Mitchell Leow, head of corporate relations, Asia Pacific Breweries Singapore, said: “Heineken is committed to encourage responsible consumption, it is heartening to know that Singapore millennials are making the choice to enjoy their nights out responsibly.”
This is the brand’s third chapter in its efforts to encourage responsible drinking via ‘Enjoy Heineken Responsibly’.
“Through this campaign, Heineken strives to further drive consumers’ positive attitudes towards responsible consumption and embed the moderate drinking culture here in Singapore,” Leow continued.
Globally, Heineken has launched the #ModerateDrinkersWanted campaign video.