A new survey has revealed some intriguing findings about the drinking habits of millennials in 2016. Research – commissioned by Heineken for the launch of the Enjoy Heineken Responsibly campaign – suggests boozing heavily is on the way out, partly due to the reach of social media platforms such as Instagram. Put down that beer and have a look.
Nobody likes a blackout
59 per cent of millennials cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night-out.
Cameras should be banned
More than one in three (36 per cent) admit they have suffered from “social shaming” caused by appearing to be drunk in a photo on social media.
Instagram makes us drink less
75 per cent of millennials limit how much alcohol they drink on the majority of their nights out. The reach of social media is one of the main reasons for this.
Drunk in love? Definitely not
When it comes to finding “the one”, 97 per cent believe that drinking excessively is not conducive to meeting someone and falling in love.
All good things in moderation
71 per cent believe that their life is better when they moderate their behavior.
Including moderation itself
Only 38 per cent state that they moderate their alcohol consumption every time they go out.
Either way, do your thing
More than half of respondents respect others’ decisions to moderate without teasing or pressure.
Taste (41 per cent) and quality (32 per cent) are the priorities when choosing an alcoholic drink.
Strength? Not so much
Price is key for one in five (19 per cent), while alcohol strength is important to less than one in twenty (four per cent).
Food over booze, please
The requirement for a great night out is shifting, with millennials prioritizing good food and friends over excessive alcohol consumption.
Better the devil you don’t know
New experiences (49 per cent) are preferred to the same old “great entertainment” (39 per cent).
Enjoy Heineken Responsibly campaign | Source: Max Williams (Via GQ-Magazine.Co.Uk)