‘Moderate drinkers wanted’. That’s the message from Heineken in its latest ad, which encourages shoppers to choose premium drinks.

The activity, the latest in Heineken's ongoing push to encourage responsible drinking, is based on research that shows 75% of millennials say they limit how much they drink on a night out, with 32% stating they prioritise quality when choosing a drink.

It will include TV, cinema and digital advertising, particularly targeting young adults.

David Lette, Heineken brand director, said with the prevalence of social media, consumers are more aware of remaining in control when they are drinking.

“Consumers are increasingly conscious of their ‘personal brand’ and do not want to be associated with behaviours likely to damage it. Therefore, when they are with friends, enjoying a drink, quality over quantity is a natural choice,” he added.

Last year the brand invested 10% of its media spend in responsible drinking campaigns. It also promoted the ‘enjoy responsibly’ message during its sponsorship of UEFA Champions League, Rugby World Cup and music events.