#USA #White Plains #HEINEKEN USA #TEAM Coalition #responsible drinking

HEINEKEN USA: Shifting the Day Drinking Narrative

In a bold move to reshape the perception of day drinking, HEINEKEN USA, in collaboration with TEAM Coalition, has launched an eye-opening campaign titled "There's No Such Thing as Fine to Drive." This initiative aims to emphasize the importance of designated drivers during daytime social events and encourage safe drinking habits among consumers, particularly the younger demographic.

Understanding the Initiative

The campaign stems from alarming statistics indicating that approximately 60% of Americans aged 21 and over who enjoy day drinking admit to driving after consuming alcohol. This poses a significant concern not only for the drinkers themselves but also for the community at large.

Maggie Timoney, CEO of HEINEKEN USA, expressed the company's commitment to responsible drinking by stating, "There's No Such Thing as Fine to Drive builds on our longstanding commitment to responsible consumption, but with a fresh and culturally relevant approach." Through a relatable messaging strategy, the campaign seeks to resonate with consumers in their everyday vernacular, urging them to adopt safer drinking practices.

A Cultural Shift

Research suggested that the younger generations often overlook the role of designated drivers when engaging in daytime festivities. HEINEKEN USA’s findings revealed that only about 45% of American day drinkers always identify a designated driver in their group. An additional 11% admitted that they either never have a designated driver or are the designated driver themselves during these events.

To combat this trend, HEINEKEN USA is collaborating with well-known social influencers, including Cassidy Jrdn and Jarren Barboza. Their mission is to present relatable and enjoyable content that highlights how being a designated driver can be both a responsible choice and an enjoyable part of the social experience.

Statistics Speak Volumes

The company conducted a survey of 1,015 Americans, revealing a complex landscape around daytime drinking behaviors:

• - Approximately 40% of respondents felt they were "fine to drive" after having two or more drinks, irrespective of the time of day.
• - Around 58% believed having a meal before or after drinking made them fit to drive.
• - Only 20% recognized the need for a designated driver after brunch compared to 67% at nightclubs.
• - Less than half acknowledged using designated drivers during popular day drinking occasions like July Fourth celebrations or sporting events, with only one in four doing so for beach outings.

These statistics underscore a pressing need for change in cultural attitudes toward day drinking, and HEINEKEN USA aims to address this head-on with their initiative.

Ongoing Commitment to Change

In partnership with TEAM Coalition, which has certified over 45,000 employees at 132 sports and entertainment venues, HEINEKEN USA is poised to make a substantial impact in the industry. As Jill Kiefer, Executive Director of TEAM Coalition, states, "We are excited to join forces with HEINEKEN USA on this powerful initiative because 77% of those venues host at least some events in the daytime."

This collaborative effort not only raises awareness about the necessity of designated drivers but also aligns with HEINEKEN’s Brew a Better World strategy. The company is committed to continually monitoring and evaluating consumer attitudes and behaviors regarding drinking and driving, employing follow-up surveys to track progress.

Conclusion

As HEINEKEN USA champions this responsible drinking initiative, they are setting a precedent for how alcohol brands can influence cultural norms concerning consumption. By advocating for designated drivers and safe drinking practices, HEINEKEN USA is not just selling a product – they are promoting a safer, more responsible lifestyle for all. For more information on their initiatives, visit HEINEKEN USA's sustainability story.