Beer Buzzkills: Study Finds That Day Drinkers Think They’re “Fine To Drive”
Beer Buzzkills: Study Finds That Day Drinkers Think They’re “Fine To Drive”
Heineken USA, a long-time advocate of responsible consumption, recently noticed something interesting.
While embracing healthy lifestyles and practicing moderate consumption is on everyone’s radar, the designated driver often gets overlooked when it comes to day drinking – particularly among younger generations.
Research funded by Heineken found that just two-in-five (45%) Americans who day drink say their group has a designated driver every time they day drink, while one-in-ten (11%) never have or are one when day drinking.
To help normalize and celebrate having a “designated driver” for any occasion – day or night – Heineken USA and TEAM Coalition have teamed up with influential social voices like “Lifestyle Creator.” Cassidy Jrdn and “Pro BMX Athlete” Jarren Barboza for help.
These prominent influencers will showcase how they incorporate responsible drinking at day drinking occasions this summer, highlighting that being the designated driver can be a cool and enjoyable part of the fun.
The “There’s No Such Thing as Fine to Drive” campaign builds on our longstanding commitment to responsible consumption,” said Maggie Timoney, CEO of Heineken USA. “We’re connecting with people where they are, to encourage smart, responsible choices around day drinking. Our goal is simple: to make a real difference by reminding everyone that when you drive, you should never drink.”
Heineken USA surveyed 1,015 Americans ages 21 and over who drink at least occasionally and have a driver’s license. The survey uncovered a complex landscape of consumers’ daytime drinking and driving habits…
Roughly two-in-five (40%) Americans believe they are “fine to drive” after having two or more drinks, regardless of time of day.
About three-in-five Americans (58%) believe they are usually “fine to drive” if they eat a meal before, during, or after drinking, while about half (47%) believe they are usually “fine to drive” if they drink water between alcoholic beverages.
When looking at popular day drinking occasions among Americans who have used designated drivers, just 20% say they’re most likely to use a designated driver for after day drinking at brunch, compared to 67% of Americans who are most likely to use one when they drink at a nightclub or bar.
Less than half (41%) of these same consumers say they are most likely to use a designated driver when drinking at Fourth of July celebrations (a popular day drinking occasion), about a third (32%) for sporting events, and around one-in-four (26%) for beach or park outings.
“More than 45,000 employees working at 132 sports and entertainment venues across North America became TEAM certified in the last twelve months,” said Jill Kiefer, Executive Director of TEAM Coalition.
“Those venues host thousands of events attended by millions of consumers. 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.”
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