Prevention Campaigns in EU

Drinks industry initiatives


Drinksinitiatives database


The spirits industry is committed to work with relevant stakeholders at national level to help reducing alcohol-related harm. More than 300 initiatives have been developed since the launch of the EU Strategy, with an increasing number of them being measured and evaluated.

Drinks initiatives” are targeted initiatives undertaken by the spirits sector across the EU aimed at reducing alcohol-related harm in six areas:

  1. Alcohol and minors:  initiatives seek to discourage underage drinking by providing tools and supporting parents and teachers to engage with minors.  Relevant activities allow minors to understand the effects of alcohol, especially on the immature body and the reasons why they must not be drinking.
  2. Drink-driving:  initiatives aim to raise awareness of the dangers of drinking and driving via designated driver campaigns, or any other actions promoting alternatives to driving under alcohol influence.
  3. Responsible service/selling:  initiatives aim to raise knowledge and skills of those working in bars and shops on not selling to/serving underage or intoxicated people.  These premises are also used to reach out consumers with the responsible drinking message.
  4. Consumer information:  initiatives promote responsible drinking to adult consumers.  A wide range of actions can be found depending on target groups (pregnant women, elderly, young adult, etc); settings (doctors’ waiting rooms, universities, sports clubs, etc) or tools used to convey the message (consumer information websites, mass media campaigns, labels, etc).
  5. Workplace:  initiatives range from the adoption and implementation of an alcohol policy at the work place, to information and education campaigns for employees, or support schemes for those with alcohol-related problems.
  6. Non-commercial alcohol:  initiatives raising awareness about negative consequences for person health resulting from consumption of non-commercial alcohol and educating society on distinguishing between commercial and counterfeit product.

The details of the interventions can be accessed on the database