Asia Pacific Breweries Singapore (APBS) is redefining modern drinking habits with its latest campaign, “Keep It Real, Keep It Moderate.” The goal? To make responsible drinking the new lifestyle choice — one that’s smart, stylish, and self-assured.
While festive celebrations with friends bring joy, connection, and shared memories, they can sometimes come with the pressure to keep up. This campaign is a timely reminder that it’s the moments of genuine laughter and real conversations that matter most.
Forget the excess and embrace the confidence to own your night on your terms. Stay true to yourself — there’s no need to drink till you drop. 🍺💪
The campaign kicked off with drunk texts sent out from APBS’ Official Instagram Account in the middle of the night – a relatable experience that many of us have encountered, or worse – gasp – sent ourselves. APBS unveils various fun and relatable personality profiles, from “the Gym Rat” to “the Gamer Girl”. Showcasing how drinking in moderation allows everyone’s unique quirks and passions to shine, APBS seeks to inspire healthier drinking habits while showing that authenticity is the key to memorable celebrations.
The “Keep It Real, Keep It Moderate” campaign by APBS celebrates the unsung heroes of every social gathering — the “Real Ones” who lead with responsibility and moderation. These friends ensure everyone stays safe and balanced during moments of overindulgence.
The campaign highlights five unique personas of responsible drinkers:
- Snack Drawer: The friend who keeps bellies full to slow the buzz.
- Low Key Legend: The one who paces drinks while keeping the energy alive.
- Zero-zero Hero: The one who stays alcohol-free, resisting peer pressure.
- Cab Caller: The one who makes sure no one drives under the influence.
- Water Fetcher: The one who keeps hydration in check, balancing every round.
Through these relatable figures, APBS champions responsible drinking and honours those who prioritise care, caution, and camaraderie.
Head over to APBS Instagram page and use the customised Instagram Story templates to nominate your “Real Ones”. Whether they’re the legendary Snack Drawer, the ever-reliable Cab Caller, or the hydration hero Water Fetcher, now’s your chance to highlight their MVP moments. Just use the “Add Yours” feature on the template, share your best responsible drinking tips inspired by your Real One, and spread the good vibes. It’s the perfect way to thank them for always keeping it real when it matters most.
50 inspiring stories will be rewarded, with 10 winners from each category taking home:
🔹 A custom trophy to honour your “Real One”
🔹 A S$20 Grab voucher
🔹 A carton of Heineken 0.0 to toast to their awesomeness
🗓️ Nominations open: 20 Dec – 3 Jan
📣 Winners announced: 10 Jan on APBS’ Instagram
“Our goal is to inspire and encourage people to adopt responsible drinking habits. Drinking in moderation is not about saying no, it is about saying yes to the best version of yourself, to the moments that matter, and to nights you will never forget. With ‘Keep It Real, Keep It Moderate’, we aim to inspire a movement where moderation is celebrated, not sidelined, doubling down on our commitment to promoting responsible drinking and reminding everyone to not let overdrinking take over your personality.”
Patricia Lee, Corporate Affairs Director, Asia Pacific Breweries Singapore.
