Heineken recently conducted a study on drinking behaviour of millennials right here in Singapore as part of its #ModerateDrinkersWanted campaign which calls on millennials to champion moderate drinking. Some 600 individuals living in Singapore aged between 21 and 35 were polled and it the outcome is the more alcohol you consume on a night out, the lower your chances of a conversation with that someone you’re attracted to.
So what exactly is “Moderate drinking” you may ask. Moderate drinking is when alcohol consumption does not hinder personal control.
Only 40% say that drinking gives them the courage to approach someone but eight in 10 will likely turn their backs on you if they deem you have had one drink too many.
Singapore millennials are image conscious. They drink responsibly because they think that they have a responsibility to the company they are in, and would avoid portraying a poor image of themselves. 60% respondents feared shaming on social media.
Moderate drinking is respectable and cool. Singapore millennials seem to know that moderate drinking is key to enjoying their night out with friends.
Heineken is encouraging moderate drinking behaviour and is rewarding moderate drinkers here through the #ModerateDrinkersWanted contest as well as a Get Spotted and Win!
Submit a photo of yourself on a great night out and share why you think moderation is cool and upload onto Instagram with the hashtag #ModerateDrinkersWanted and #HeinekenSG. You may just win a ComfortDelGro Cabcharge card worth S$15,000.
Over the weekends in April, get spotted in Clarke Quay (1 to 2 April), Holland Village (8 to 9 April), Robertson Quay (15 to 16 April) and Demspey (22 to 23 April) and you will be rewarded with a complimentary ride home (Grab voucher for both GrabTaxi and GrabCar worth S$40) with Grab. Up to S$70,000 worth of rides will be rewarded throughout this campaign period.
