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Responsible drinking programmes
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• “Enjoy alcohol but be responsible”
• “L’alcool, profitez-en mais soyez responsable/Geniet, maar drink met mate”
COUNTRY Belgium
TIMING 2010 > 2011
THEME
Responsible drinking

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Makro Cash & Carry (Belgium)
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OBJECTIVE

  • To raise awareness of the legal purchase age.
  • To raise awareness of responsible drinking.
  • To educate shop staff.
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DESCRIPTION OF THE INITIATIVE

  • The in-store customer awareness was campaign launched on 15 December 2010 during a press conference at Makro Machelen.  It ran for 6 months  and centred on raising awareness through POS (point of sale) material (French and Dutch versions) especially developed for display in Makro stores:
    • Wobblers and banners for display on the in-store alcoholic drink racks.
    • +18 check out stickers for the cash registers.
    • Posters and responsible drinking hints and tips displayed around the store.
  • The campaign was further publicised by Makro:
    • The Makro Customer Folder (distributed from 15 December for two weeks) featured the initiative on page 2 and the drinkiq.com logo appeared on every page promoting alcoholic drinks.
    • A banner on the Makro website (from 15 December) linking to drinkiq.com, the content of which was translated into French and Dutch in order to be a feature of the online campaign.
    • Table tents for the Makro restaurants contain messages to sensitise customers about their alcohol intake during meals.
  • In 2011 Diageo also trained Belgian Makro employees.  The 20 minute long e-learning tool to inform users about the existing legal guidelines on alcohol sales and the fact that underage people should not consume alcohol.  A post training test was included.
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IMPACT

  • Each Makro store (six) and restaurant took part.
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