In Heineken’s latest advertising campaign, the company has conducted an experiment which sets out to determine how the skills of the DJ can affect the average punter’s bar tab.

Heineken studied the same club between 12:00 am and 2:00 am and with the same amount of people on two nights. However, the only difference was of course the DJ. On the first night 1078 drinks were served and on the second, only 632, a percentage difference of 41%.

Of course, on the second night the DJ was Armin Van Buuren. So naturally, people are less reliant on drink to have a good time.

Unless they’ve taken other substances.

But what do you think? Would you drink less if you were to attend one of your favourite DJ’s performances? Would you drink more if you were after a standard night out? Or was Heineken’s experiment just another marketing campaign?