drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Enjoy responsible drinking”
• “Disfruta de un consumo responsable”
COUNTRY Spain
TIMING 2008 > Ongoing
THEME
Responsible drinking

CONTRIBUTOR

  • Federación Española de Bebidas Espirituosas
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OBJECTIVE

  • To promote the responsible consumption of alcohol. 
  • To provide consumers with the information they need to make informed choices about consumption.
  • To provide information about the programs that FEBE develops to promote responsible drinking (designated driver campaign and responsible service).
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DESCRIPTION OF THE INITIATIVE

  • First launched in 2008, the consumer information site was re named and relaunched in June 2011. It has five sections:
    1) Knowing – general information such as what an alcoholic beverage is, types of alcoholic beverages, etc.
    2) Understanding - information such the effects of alcohol on the body and its differing effects in men and women, what a standard drink is, standard drinks calculator.
    3) Sharing - information such as misconceptions about alcohol that could lead to harmful alcohol consumption, a test for consumers to check their consumption and a survey section.
    4) Serving – information to promote responsible serving and alcoholic beverages in the trade and the "Tú Sirves, Tú Decides" Responsible Serving programme.
    5) Driving – information such as the BAC limits in Spain and the "Noc-turnos" designated driver programme.
  • The initiative is promoted via:
    • TV spot highlighting the "enough for today" message was shown during the Christmas 2008 period.
    • The website address' inclusion on all FEBE communications, linked to on all associate websites and is included in all advertising and marketing communications of FEBE's member companies.
  • In 2013 a promotional video was produced and uploaded to youtube.
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IMPACT

  • In 2016 the number of unique visitors was 103,112
  • The number of unique visitors to the website steadily increased from 23,715 in 2008 to 59,644 in 2012 and 56,471 in 2013.
  • In 2014, the number of visitors was 88,125.
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EVALUATION

  • Visitors are able to fill-in a questionnaire before leaving the website to provide their opinion on site content, ease of navigation, quality and quantity of the information provided, etc.  
  • In 2013, the user profile was shared equally between men and women with a mean age of 27.  
    • In general, the assessment made by users of the portal is very positive: 84% found the content useful.
    • 92% found the level of information was sufficient.
    • 97% considered both layout and content good to very good.  
    • The section that is found most useful is the general information about alcohol (30%) followed by drink and drive (25%), the other sections were scored evenly.  
    • In addition, 70% of visitors would recommend the website to others.
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