drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Responsible Drinking Guides”
COUNTRY France
TIMING 2008 > 2009
THEME
Responsible drinking

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To inform consumers about the WHO's guidelines on responsible consumption of alcohol.
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DESCRIPTION OF THE INITIATIVE

  • The leaflet contained responsible drinking information such as explaining what a unit of alcohol is, responsible drinking guidelines and advising against drink-driving.  The information was based on the information from the www.2340.fr website.
  • They were distributed to on and off-trade customers during in-store presentations in supermarkets, at specific promotional events, in all visitors centres, to students and to employees.
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IMPACT

  • 300,000 were printed and 138,000 distributed in 2009.
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VISUAL

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