HEINEKEN USA Redefines Day Drinking Norms: Makes Designated Drivers the Main Character

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Aug 06, 2025, 09:00 ET

'There's No Such Thing as Fine to Drive' program, in partnership with TEAM Coalition, champions responsibility

WHITE PLAINS, N.Y., Aug. 6, 2025 /PRNewswire/ -- Today, HEINEKEN USA and TEAM Coalition, a non-profit organization dedicated to keeping the good vibes going safely at sporting and entertainment events, are rolling out a new program with a super clear message: There's No Such Thing as Fine to Drive. The responsible consumption initiative encourages everyone to remember that when you drive, never drink, especially when the sun's still out. Why the focus? Research reveals that 60% of Americans ages 21 and over who enjoy day drinking admit to driving after consuming alcohol at these occasions.

HEINEKEN USA, a long-time champion of good times and advocating responsible consumption, noticed something interesting. While embracing healthy lifestyles and practicing moderate consumption is on everyone's radar, the designated driver (DD) often gets overlooked when it comes to day drinking - particularly among younger generations¹. HEINEKEN USA research found that just two-in-five (45%) Americans who day drink say their group has a designated driver every time they day drink, while one-in-ten (11%) never have or are one when day drinking. To help normalize and celebrate having a DD for any occasion – day or night – HEINEKEN USA and TEAM Coalition are teaming up with influential social voices like Cassidy Jrdn and Jarren Barboza for help. These voices will authentically showcase how they incorporate responsible drinking and celebrate DDs through relatable content at day drinking occasions this summer, proving that being the DD is not only responsible, it can be a cool and enjoyable part of the fun.

"There's No Such Thing as Fine to Drive builds on our longstanding commitment to responsible consumption, but with a fresh and culturally relevant approach," said Maggie Timoney, CEO of HEINEKEN USA. "We're connecting with people where they are, leaning into commonly used language to encourage smart, responsible choices around day drinking. Our goal is simple: to make a real difference by reminding everyone that when you drive, you should never drink."

HEINEKEN USA surveyed 1,015 Americans ages 21 and over who drink at least occasionally and have a driver's license. The survey uncovered a complex landscape of consumers' daytime drinking and driving habits:

Roughly two-in-five (40%) Americans believe they are "fine to drive" after having two or more drinks, regardless of time of day.
About three-in-five Americans (58%) believe they are usually "fine to drive" if they eat a meal before, during, or after drinking, while about half (47%) believe they are usually "fine to drive" if they drink water between alcoholic beverages.
When looking at popular day drinking occasions among Americans who have used designated drivers, just 20% say they're most likely to use a DD for after day drinking at brunch, compared to 67% of Americans who are most likely to use one when they drink at a nightclub or bar.
- Less than half (41%) of these same consumers say they are most likely to use a DD when drinking at Fourth of July celebrations (a popular day drinking occasion), about a third (32%) for sporting events, and around one-in-four (26%) for beach or park outings.

"More than 45,000 employees working at 132 sports and entertainment venues across North America became TEAM certified in the last twelve months," said Jill Kiefer, Executive Director of TEAM Coalition. "Those venues host thousands of events attended by millions of consumers. We are excited to join forces with HEINEKEN USA on this powerful initiative because 77% of those venues host at least some events in the daytime."

HEINEKEN USA's long standing dedication to responsible consumption is a core tenet of the company's Brew a Better World strategy. This new initiative builds on the When You Drive Never Drink platform, continuously striving to shift attitudes and behaviors around drinking and driving. Through this program, the company wants to remind consumers never to drink and drive and to use a designated driver or choose a non-alcoholic alternative instead when having a drink. HEINEKEN USA is committed to tracking progress on that goal, planning repeat surveys to monitor how attitudes, perceptions, and behaviors toward (day) drinking and driving change over time. To learn more about the initiative, visit https://www.heinekenusa.com/our-sustainability-story.

About HEINEKEN USA
HEINEKEN USA Inc., is a subsidiary of HEINEKEN International N.V., the world's most international brewer. Key brands in the U.S. are Heineken^® Original, Heineken^® 0.0 – the leading non alc beer, Heineken^® Silver – a lower-carb, lower-cal beer, the Dos Equis Franchise, and the Tecate Franchise. HEINEKEN USA also imports Amstel Light, Red Stripe and more.

Survey Methodology:
In partnership with a third-party vendor, HEINEKEN USA commissioned an online survey among n=1015 Americans 21 years or older who day/night drink at least occasionally and have a drivers license. The survey was fielded between October 2, 2024 - October 7, 2024. The margin of error (MOE) at the 95% confidence interval for the total sample is +/- 3 percentage points (p.pts).

Contact:
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