According to a new “experiment” by Heineken, a great DJ might actually make fans drink less. How? By keeping them on the dance floor. As part of a responsible drinking campaign, Heineken ran a test on two consecutive nights at the same venue to see how heavily attendees were drinking, where the key variable was how good of a DJ was performing. That variable was amplified on night #2 when the masked performer was actually Armin van Buuren, although his identity isn’t immediately revealed to the audience.
While it wasn’t the most scientific of experiments and we have a hard time imagining that any alcohol brand or venue really wants people drinking less, let’s not over-think this one. We’re all for promoting great deejaying and anything with Armin is bound to be awesome, so be sure to check out the video above.