Dutch liquor giants Heineken team up with Trance legend Armin van Buuren, encouraging you to drink responsibly.

Heineken are powering a drive to inculcate the concept of “Dance More, Drink Slow” which involves the responsible consumption of beer among adults. This incredible project is aimed at conveying a two-fold eye opening message which sheds light on the importance of the true quality of music as well as drinking within your limits. The primary focus being on drinking responsibly + highlighting the immense importance of staying in control.

Armin van Buuren has also released a track titled ‘Save My Night’ to support Heineken’s ground breaking campaign. The two Dutch phenomena (in their particular fields) have joined hands to come up with a social experiment titled “The Experiment”, a short film featuring the trance legend. The social experiment focuses on two separate night outs in the same club with the only difference being the DJ. The film demonstrates the influence a DJ has on consumers to change their behavior to dance more and consequently drink slow.

In the words of Armin van Buuren, “When I play a DJ set to thousands of music lovers, I want them to enjoy the moment, to remember it after the night has finished. This means consuming alcohol in moderation, so that the moment is not lost.”

Currently, the campaign is being rolled out in more than 20 countries and will be supported by a series of integrated experiential activities targeting young adults during their nights out. We all have a special place in our heart for music. Some listen for the sheer love of it, some listen to burn time, and some to dance. Let us not be shy in coming to terms with the fact that alcohol is the supreme universal social catalyst. It brings out a different side to your persona and indeed, it does drive you to dance. The Sherp has a binding relationship with music and we believe that the quality of sound should be the driving force determining your overall clubbing experience.

The Sherp is an awe of this stellar initiative made by Heineken, and tying up with a public icon like Arminvan Buuren is sure to drive this campaign as a global success.