drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “On and Off-trade consumer education”
COUNTRY France
TIMING 2008 > 2012
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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PARTNER(S)

  • Avec Modération!
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OBJECTIVE

  • To raise consumer awareness of the dangers of drink-driving.
  • To educate and engage with customers about responsible drinking.
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DESCRIPTION OF THE INITIATIVE

To leverage the Avec Modération! (was E&P) initiative Bacardi-Martini have:
  • Off-trade:
    • Provided a training day for sales promoters on responsible consumption.
    • Given a prevention speech to drivers.
    • Handed out "Responsible Consumption" leaflets (in 2011 these were accompanied by a unit calculator), prevention kits (personal breathalyser and poster), leaflets, posters and guidelines to make better cocktails (the proper dose). The leaflets explain what a unit of alcohol is, state the responsible drinking guidelines and adise against drink-driving (based on the information from www.2340.fr website).
  • On trade:
    • Installed electronic breathalysers at all events.
    • Distributed posters, postcards and "Responsible Consumption" leaflets.
    • Distributed prevention kits.
    • Spread the "don't drink and drive" message.
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IMPACT

  • 2,150 prevention kits were distibuted between March 2011 and March 2012.
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