drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Bacardi B-live Experiential Event Special Measures”
COUNTRY Spain
TIMING 2008 > 2008
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To raise awareness about the dangers of drink-driving.
  • To promote alternatives to drink-driving.
  • To provide alcohol-free alternatives to designated drivers.
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DESCRIPTION OF THE INITIATIVE

  • In order to encourage consumers to leave their car at home when attending events:
    • A free bus service was available.
    • Madrid and Barcelona City Councils increased the frequency of public transport.
  • In order to promote responsible decision making and responsible consumption:
    • Coupons for two free alcoholic drinks were included with the entry ticket.
    • Free non-alcoholic drinks were available during the entire evening for designated drivers.
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IMPACT

  • 400 banners are displayed before the events to encourage attendees to take public transportation to get to and from events.
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