Argentines Embrace “Zebra Consumption” as Moderation Gains Momentum in Socializing
Mendoza, argentina – A new initiative promoting the alternating consumption of alcoholic and non-alcoholic beverages, dubbed “zebra consumption,” is gaining traction in Argentina as a growing number of consumers prioritize moderation alongside enjoyment. The trend is being actively supported by major beverage companies and ride-sharing services, fueled by data revealing a strong desire for safety and a willingness to plan for responsible nights out.
Cervecería y Maltería Quilmes is actively promoting the practice, inviting consumers to alternate between their alcoholic and alcohol-free beer options. “We are supporting this initiative as it truly seems very vital to us. Although beer is a low-alcohol drink, we also have alcohol-free ones. Thus, we invite consumers to alternate between our products and consume intelligently to be able to extend the moment of enjoyment throughout the night or day,” stated Vanesa Vázquez, Positive Impact Manager at Cervecería y Maltería Quilmes. The company is activating non-alcoholic beer promotions in bars in the Arístides and Chacras de Coria areas of Mendoza.
Ride-sharing app Uber is also contributing to the shift, launching a program in the Arístides and Luján de Cuyo areas from November 13 to December 20. The initiative utilizes proactive messaging and discounts, identified through research with Trendsity and Ineco‘s applied neuroscience team, to encourage users to choose ride-sharing over driving after consuming alcohol.
Research indicates a strong prioritization of safety among Argentines when socializing, with 92% of respondents stating it is a key concern. Though, a concerning 43% still believe they can drive safely even after drinking.Despite this, 71% of those planning to consume alcohol already intend to use a mobility app for transportation.
Ineco’s behavioral experiments revealed that positive, anticipatory messaging – such as pre-departure discounts – is more effective in promoting safe choices than messages focused on risk statistics. Fridays at noon were identified as a crucial time to reach individuals still planning their evening activities. this growing emphasis on moderation reflects a broader cultural shift towards responsible consumption and prioritizing well-being while maintaining a vibrant social life.
