spiritsNEWS March 2016

Looking back to better look forward - Multiannual programme of activities aimed at promoting responsible drinking

Back in 2007, as one of the founding members of the European Alcohol and Health Forum, we made a commitment to support prevention activities across Europe, aiming to reduce alcohol-related harm.  We are now publishing a report on the implementation of these commitments that illustrates how we encourage moderation across Europe, and how we try to change the risky behaviour of those who misuse our products to the detriment of their health, their families and society at large.

 

We are pleased to announce that since 2007, the spirits sector has launched over 400 initiatives in partnerships at local level, informing consumers and supporting enforcement of the law.  These are campaigns to reduce drink-driving, to promote zero drinking by pregnant women; to fight underage drinking, working in particular with parents and educators.  More than 100 of these campaigns also encourage responsible drinking.  On this particular point, it is worth noting that – last year - we relaunched our European portal called www.responsibledrinking.eu.  A portal that helps consumers work out how much is too much to drink and when not to drink at all.  It also provides information on calories by serving size.  It also links to 22 national websites that our members and companies promote via advertisements, point of sales material and labels.

 

We also work with our partners in the hospitality and retail sectors to train those selling and serving alcoholic beverages.  We want to make sure they have the knowledge and skills to refuse underage or intoxicated people.

Last but not least, we make sure our advertising only displays moderate and convivial responsible drinking occasions.  This is our contribution to creating positive social norms. 

 

Regarding commercial communications, rules in place are extremely strict – whether regulatory or self-regulatory.  To make sure these are understood and applied, we have undertaken a three-year training programme reaching almost 600 top marketing professionals in 13 different countriesface-to face.

 

Working on prevention for so many years has showed us that there is always room for improvement and that only by working in partnership will it be possible to seriously reduce alcohol-related harm. 

 

We will showcase some of these campaigns during a public event on 19 April 2016 in Brussels.  Click here to see the full programme and to register.

STAY CONNECTED: Keep up-to-date with spiritsEUROPE’s activities via our Twitter & Newsletter
Subscribe