Heineken has conducted an unscientific experiment that discovered that clubgoers drank about 41% less when a good DJ such as Armin van Buuren was behind the turntable as opposed to a DJ who didn't excite the crowds as much. The reason? Because people were dancing rather than drinking.
“If music is good, the people hit the dance floor and the more they dance, the slower they drink” – Armin van Buuren.
This may seem like a weird experiment for Heineken to conduct as they are promoting drinking less and dancing more, but this falls into their overall CSR Strategy (Corporate Social Responsibility) which according to Wikipedia is a “self-regulating mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms.”
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