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Millennial drinkers look to moderate alcohol consumption in order to prevent embarrassment on social media, according to new research. 

Heineken-commissioned trend analysts Canvas8 polled 5,000 21-35 year-old premium beer drinkers in five countries - the US, UK and Netherlands, as well as Brazil and Mexico. The results, released today, suggest that 75% of Millennials limit the amount of alcohol they drink "on the majority of their nights out".

According to Canvas8, the reach of social media among this age group means that control of their self-image is important.

59% of Millennials cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out, while 36% admit they have suffered from 'social shaming' caused by appearing to be drunk in a photo on social media.

The research also suggested that taste - important to 41% of those surveyed - and quality (32%) are the priorities when choosing an alcoholic drink. Meanwhile price is less important (19%) and alcoholic strength was only important to 4% of those surveyed. 

Food, friends and experiences are also more important than excessive alcohol consumption when it comes to nights out, according to the study. 

Gianluca Di Tondo, senior director global Heineken brand at Heineken said: "This study shows moderation is becoming an active choice for an image-conscious generation wanting to stay in control. Drinking responsibly enables Millennials to shape their own reputation and to make the best of every opportunity thrown at them. Given the pervasiveness of social media for this age group the 'personal brand' is key, so it's increasingly about quality not quantity."

Heineken has used the research to launch its Moderate Drinkers Wanted campaign, which can be viewed below. 


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