Enjoy in moderation

Maßvoll genießen
Working Group on Alcohol and Responsibility / Bundesverband der Deutschen Spirituosen-Industrie und -Importeure e.V.
Germany
2009 > Ongoing
#AwarenessRaising

Objective

To provide comprehensive information on the responsible consumption of alcoholic beverages.

Description

Mandatory use of the responsible drinking message "Massvoll-geniessen.de" and logo on BSI company members commercial communications.

Consumer information website www.massvoll-geniessen.de with information on the responsible consumption of alcohol (e. g. topics like drink-driving, pregnancy, workplace, medication, young people, parents, health risks, abuse, underage drinking, effects of alcohol and environmental aspects). It also provides links to existing initiatives of the Working Group on Alcohol and Responsibility.

The responsible drinking messages accompany compliance with the German Advertising Standards Council’s Code of Conduct as part of BSI’s approach for responsible marketing of spirits and spirits-based drinks.

The website was updated in 2013 and is now optimised for mobile devices.

Since the end of December 2015, videos with responsible drinking messages were added to the website. TV celebrity chef Nelson Müller, cultural scientist Prof. Dr Thomas Hengartner, cocktail champion Martin Kramer, trend gastronome Billy Wagner, physician and psychotherapist Prof. Dr. Martina Leibovici-Mühlberger, Andreas and Waldemar Wegelin from the company Tastillery, participants of Craft Spirits Festival DESTILLE BERLIN 2017 and the Member of the European Parliament Ulrike Müller speak openly and honestly about drinking in moderation. The clips encourage consumers to reflect on their own definition of moderation and how they set their own limits. The clips are also available on the "Enjoy in moderation" YouTube channel.

Results

Between 1 and 2 million contacts have been reached via media coverage (print, online, TV and HF).

In 2016, 85.6% of BSI members used the responsible drinking message logo "Massvoll-geniessen.de" or an international logo used by one of the global spirits groups in their advertising. 

The website has had about 1.8 million visitors with about 4.0 million page views since its launch in 2009 (until November 2017).

Website

http://www.massvoll-geniessen.de

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