Estonian retailers, the horeca sector and bartenders’ association as well as the Estonian Sommelier Association came together with the spirits producers association ATML to launch an innovative campaign to promote the consumption of a glass of water in between glasses of alcohol – in a country where water is usually not available for free. 45 bars and discos displayed stickers in their premises and offered glasses of water free of charge to their customers. Five major retail chains contributed to bring the message further by placing 650,000 neck hangers on bottles so consumers might adopt the same reflex at home. A video was produced to share the message more widely. The objective is to slow the pace of drinking, reduce dehydration that occurs when consuming alcohol, and favour moderation on a night out. The first campaign ended in April and will be evaluated and adjusted before the second phase in autumn.
