Earlier today, Heineken and Armin van Buuren announced a partnership pertaining to a a new global campaign entitled “Dance More, Drink Slow
” While drinking responsibly has always been of importance, Heineken is now stepping in to take a more influential stance on the highly salient issue. The movement comes after results of a Heineken experiment showed that party-goers are more likely to drink responsibly if they are being entertained by a merited DJ than by, for example, a resident DJ. Conclusion: The more people dance, the slower they drink.
To drive the point home, Armin has re-released his track “Save My Night” and unveiled its music video, which was filmed at Mansion during Heineken’s experiment. Speaking to the idea that “the DJ can change the atmosphere on the dance floor,” the track’s less subtle lyrics pump through the crowded club as the “Dance More, Drink Slow” slogan peppers the shots. Check out the video above to hear the track and Armin’s argument that early drinking leads to over drinking – and missing the climax of the set.