Asia Pacific Breweries Singapore launches campaign to moderate drinking over Christmas and New Year
Asia Pacific Breweries Singapore (APBS), whose beer portfolio include Tiger, Heineken, Guinness, and Erdinger, has started its “Keep It Real, Keep It Moderate” campaign to encourage mindful drinking over the festive season.
The campaign positions moderate consumption as a modern lifestyle choice, and the initiative seeks to preserve genuine connections by steering celebrations away from excess.
The campaign was launched on APBS’ official Instagram account with a social media-first push which targeted such dangers as the posting late-night “drunk texts”. It also emphasised shared laughter over overindulgence, and the importance of being true to oneself.
APBS has identified various personality types, such as “the Gym Rat” and “the Gamer Girl,” to illustrate how moderation allows individual quirks to shine. At the heart of the campaign is the “Real Ones” concept, which celebrates those who lead by example and safeguard their friends from going overboard.
APBS also delineates five categories of personalities that support different forms of responsible drinking. The “Snack Drawer” friend who ensures stomachs stay full, thus slowing the effects of alcohol; the “Low Key Legend” who keeps the party vibe without rushing the drinks; the “Zero-Zero Hero” who resists peer pressure; the “Cab Caller” who insists on safe transportation; and the “Water Fetcher” who provides timely hydration to maintain control.
In the campaign, supporters can nominate friends who embody any of these qualities by using customised Instagram story templates found on APBS’ page. After selecting the “Add Yours” function they can tag the friend and share a meaningful tip related to sensible drinking. Submissions were open from December 20 to January 3, and APBS will announce winners on January 10. Prizes include a custom trophy, a Grab voucher, and a carton of Heineken 0.0.
“Drinking in moderation is about saying yes to the best version of yourself, to moments that matter, and to nights you’ll truly remember,” said Patricia Lee, Corporate Affairs Director at APBS. Lee hopes this campaign will spark a movement where moderation is applauded, and encourages holiday celebrations to focus on the values that make them truly memorable rather than for excess.
