drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “If you drink, drink some water in between!”
• “Kui võtad, võta vett vahele!”
COUNTRY Estonia
TIMING 2017 > Ongoing
THEME
Responsible drinking

CONTRIBUTOR

  • Estonian Union of Alcohol Producers and Importers
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PARTNER(S)

  • Estonian Bartenders Association
  • Estonian Sommelier Association
  • 5 large retail chains and approximately 50 bars, restaurants and cafes across Estonia 
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OBJECTIVE

  • To endorse responsible consumption of alcohol
  • To suggest a practice to help decrease excessive consumption and change drinking habits.
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DESCRIPTION OF THE INITIATIVE

  • The idea for the campaign came from the “Green Paper on Alcohol Policy”, compiled in 2014 by the Ministry of Social Affairs in collaboration with the private sector and health organisations.  The document recommended establishing practices in the private sector which would decrease excessive alcohol consumption and prevent intoxication.  Among these was serving alcoholic drinks with water.
  • The campaign advocates drinking a glass of water in between each consumed glass of alcohol.  It also explains that alcohol consumption increases the body’s requirement for fluids and that drinking water helps to slow down the tempo of consumption and thus reduce the overall amount of consumed alcohol. Serving free water is not commonplace in Estonian bars but the campaign aims to change this practice.
  • The message is spread through, debates with notable figures; water pitchers with the campaign logo used in participating bars; bottleneck ads placed on products sold in participating stores; free water and campaign stickers in restrooms of participating bars.  
  • A dedicated Facebook page has also been set up and a section on the Drink Wisely website is dedicated to it.
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IMPACT

  • So far (November 2017): 
    • 650,000 neck hangers (placed on products containing alcohol) have been distributed.
    • 600 stickers have been used in the restrooms of the 120 participating bars.
    • The electronic logo has been used on the internet and in the alcohol advertisements of campaign participants and the video clips were displayed in bars and shared on social media.  
    • The campaign has also had a great amount of media coverage, which can be reviewed in chronological order here: http://www.jootargalt.ee/kui-votad-vota-vett-vahele/kampaania-meediakajastused.
    • The Facebook page was liked 980 times.
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