Making moderate drinking aspirational
While we encourage the enjoyment of beer and cider in moderation as part of a healthy lifestyle, we recognise that there are health and behavioural risks associated with consuming too much either over time or on single occasions.
Our global commitment is to spend at least 10% of our marketing budget on responsible drinking campaigns through the Heineken® brand, to spread the message that getting drunk isn’t ‘cool’. Using the Heineken® brand we can better resonate with consumers and, as our most international premium brand, Heineken® provides the perfect platform to do this.
In 2016 we kicked off the third in a series of exciting global responsible consumption campaigns, ‘Moderate Drinkers Wanted’ to make drinking responsibly aspirational. By showing positive behaviour instead of criticising bad behaviour, we believe we can help change consumer attitudes.