Client: Heineken Global

Revolutionizing Drinking Behavior for a Safer Future

CSR, FMCG, Safety

Challenge

With beer being one of the world’s most consumed alcoholic beverages, the industry plays a central role in shaping social norms around drinking. While beer unites people and contributes to economies worldwide, it also carries risks: globally, 68% of people admit to driving after drinking, and even one beer can increase accident risk by 40%.

Heineken recognized that traditional awareness campaigns were not enough. To truly reduce drink driving and promote responsible choices, they needed to go beyond education and apply behavioral science. At the same time, they sought to position Heineken 0.0 as an attractive alcohol-free alternative, making moderation the easy choice for consumers.

Approach

In collaboration with Krukow, Heineken designed a comprehensive behavioral change program targeting the moments that matter most in a night out:

Before going out – encouraging bar guests to pre-book safe rides.
At the first drink – nudging guests to choose alcohol-free options.
When leaving the bar – making alternative transportation the intuitive choice.

By mapping drinking environments and identifying decision points, the interventions aimed to influence not just individuals, but also group dynamics and cultural norms around responsible drinking.

Solution

Behavioral design interventions were integrated into bar settings, communication, and product placement to:

Increase visibility and accessibility of alcohol-free options.
Empower peers to support each other in making safe choices.
Use subtle nudges and public commitment tools to reduce the social acceptance of drink driving.

Impact

The program delivered measurable results across multiple countries:

Up to 50% reduction in drink driving behavior in bars with the strongest interventions.
80% of guests reported being more likely to support friends in choosing not to drink and drive.
60% said the program made them reconsider their own drink driving behavior.
14% increase in alcohol-free choices, with Heineken 0.0 playing a key role.

Conclusion

By combining behavioral science with its global platform, Heineken successfully demonstrated that responsible drinking can be both impactful and commercially viable. The initiative not only reduced drink driving behavior but also strengthened Heineken 0.0’s position in the market—aligning social responsibility with business growth.

Through Formula 1 sponsorships and partnerships with bar owners worldwide, Heineken has created a global movement that fosters safer, more responsible drinking cultures. Their story shows how an industry leader can drive measurable change while setting new standards for corporate responsibility in FMCG.

*Source: Fortune Business Insights https://www.fortunebusinessinsights.com/beer-market-102489