New global research into drinking attitudes of millennial consumers (aged 21-35) has revealed that self-awareness and staying in control are the motivating factors for moderating[1] alcohol consumption during a night out. 75% of millennials say 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.

The research, conducted by trend-analysts, Canvas8, on behalf of HEINEKEN, polled 5,000 21-35 year-old premium beer drinkers in five countries[2]. It was commissioned to provide insight into the company's latest 'Enjoy Heineken® Responsibly' campaign, called 'Moderate Drinkers Wanted' – aimed at boosting the trend of responsible consumption. http://youtu.be/5A4v3vyHWOU

The key findings:

'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 have suffered from 'social shaming' caused by appearing to be drunk in a photo on social media.

'Future focused'

88% accept that they are 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 twenty (4%).
The x-factor for a great night out is shifting, with millennials prioritising good food and friends over excessive alcohol consumption. They are 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.

Gianluca Di Tondo, Senior Director Global Heineken® Brand at HEINEKEN, said; “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.”