Drinks Initiatives

2019 > 2019

1,800 employees across 30 sites in Scotland took part. Feedback from showed that many were unaware of what a home measure entails.

Interactive pop-up event for Chivas Brothers employees to demonstrate responsible hosting.

Straight Talk

Malta

TSG

2019 > 2019

On Facebook, the best performing video posts reached between 94,651 and 137,223 people. The campaign was also covered by 14 print and online press articles and visible on billboards across Malta. A total of over 9,000 minutes of campaign videos were viewed over the course of the campaign.

The campaign centered around hard-hitting messages aimed at prompting the reader to stop and think about the possible consequences of alcohol abuse.

Weekend not Wasted

European Union

Diageo

2019 > 2019

The campaign reached 25.5 million people across the five markets with 2300% uplift in awareness of DrinkIQ. The average YouTube View Through Rate was 30% and episodes posted on Facebook achieved over 1.8 million post engagements and 49 million followers.

Responsible drinking campaign targeting MTV’s social following of over 12 million fans and 52 million TV households across the UK, Spain, Denmark and Germany aiming to engage with them in a meaningful yet fun way.

Bartender Hero

European Union

Campari

2019 > Ongoing

Through the IBA partnership, Bartender Hero reaches an international network of over 50,000 bartenders.

A short course aimed at making bartenders more aware of how to serve alcoholic drinks responsibly.

Collaborations and co-operative activity

Ireland

Drinkaware.ie

2019 > Ongoing

In 2022, 20,000 drip mats were distributed through VFI representatives, 3,750 were provided to key bars located in Dublin city for Pride Weekend, and 4,000 were sent to the Galway races.

Drinkaware seeks to work in collaboration with mission-aligned organisations to further amplify public health work. Collaborations can include academic, semi-state, trade body and media organisations.

PAUSE

European Union

Brown-Forman

2019 > Ongoing

By 2021, 4,800 employees were reached.

PAUSE aims to create a responsible drinking culture, to reduce alcohol-related harm and promote moderate consumption.

Global Alcohol Responsibility Week

European Union

Edrington

2018 > 2023

2,300 employees reached in more than 20 countries.

Workplace prevention programme to promote responsible drinking

Drink Wisely

Belgium

V&S

2018 > 2019

2019: Vinum Et Spiritus offered the first ten registrations (each worth 25€) for the charity race organised by the Emilie Leus Fund.

Vinum Et Spiritus and the Emilie Leus Fund work together to raise awareness of responsible alcohol consumption.

#LiveLikeACaptain

United Kingdom

Diageo

2018 > 2018

In total, there were 3.4 million video views, 17 million were reached and posts had 13.5 million impressions, 45,000 engagements and 50,000 clicks to the website.

The campaign used the power and connectivity of music to deliver the “Fun that isn’t remembered, isn't fun” responsible drinking message through Diageo’s brand the Captain Morgan.

Let it be on me!

Greece

E.N.E.A.P. / SEAOP

2018 > 2018

In total there were 70 photo, 45 short story and 13 video entries.

Competition to encourage young people aged 18 - 25 to think about responsible consumption and responsibility in general.

Take Control

Malta

TSG

2018 > 2018

The campaign was seen by more than 100,000 people.

Visuals on social media were used to promote responsible alcohol consumption and to raise awareness of the negative effects of binge drinking.

Responsibility on Campus

Spain

Espirituosos España

2018 > Ongoing

3 universities have taken part and winning entries have been used on campuses, on social media and on public transport. More than 900 university students have received training on responsible consumption.

University students are taught about responsible consumption and spirit drinks before taking part in a competition to design their very own campaign to promote responsible drinking. The winning entries are then made available for municipalities and other organisations to use.

Stay Yourself

European Union

Diageo

2017 > 2019