drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Enjoy your drink, but be moderate”
• “Geniet, maar drink met mate”
COUNTRY Netherlands
TIMING 2005 > Ongoing
THEME
Responsible drinking

CONTRIBUTOR

  • Stichting Verantwoord Alcoholgebruik
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OBJECTIVE

  • To increase the awareness of responsible drinking.
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DESCRIPTION OF THE INITIATIVE

  • Use of the "Geniet maar drink met mate" responsible drinking message in advertisements on TV, in cinemas, theatres, and closed circuit television.
  • A dedicated website provides information on responsible drinking such as: what moderate drinking is; when not to drink at all; what to pay attention to when going out and unit calculators.  The website was updated and given a new look in 2015.
  • Another website, the “drinking pointer” was launched in 2011 by the spirits industry association to promote responsible drinking guidelines among adult consumers.  A new app was launched on the site at the end of 2012 which aims to give consumers more insight to their own drinking behaviour. 
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IMPACT

  • The website had 13,667 unique visitors in 2013. No new figures are available.
  • As of January 2017, the campaign is ongoing, but it will be restyled during the year. 
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EVALUATION

  • An evaluation was carried out in 2008. It showed that 99% of the Dutch population knows the "Geniet, maar drink met mate" (Enjoy your drink, but be moderate) slogan.
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