Branded Responsibility

Alcohol brands are promoting safe consumption as a marketing strategy

Implications - The safe consumption of alcohol was once spearheaded by activists and only mentioned by alcohol brands in a perfunctory manner, but brands are now enthusiastically adopting this movement. Endorsing the safe consumption of alcohol may appear to be counterproductive from the alcohol brand's perspective, but from the perspective of the consumer the brand becomes more trustworthy, and reveals itself as able to accommodate more than the industry's niche target demographics of the past. Subverting the "more is more" trope that is so predominant in the alcohol industry serves to authenticate and amplify the brand's image.
SCORE 7.4
Popularity
Activity
Freshness
Megatrends
Patterns
42,298 Total Clicks
Dec 16 - Oct 17
New and Warm
MarketingLifestyleHealthDrinking
Featured Examples
Moderation-Requiring Wine Glasses - The Pythagorean Wine Glass Will Empty if Filled Too Much
SCORE 9.8
This Week and Viral 1,466 Clicks Pub: Oct 13, 17
Moderation-Requiring Wine Glasses
The Pythagorean Wine Glass Will Empty if Filled Too Much
Pouring yourself a large glass of wine after a long day is a common practice for many as a way to relax and unwind, but the Pythagorean Wine Glass is designed to help ensure that you don’t... [More]
Safe Consumption Wine Bottles - The Don't Reach the Bottom Campaign Encourages Responsible Drinking
SCORE 7.3
This Year and Warm 788 Clicks Pub: Apr 18, 17
Safe Consumption Wine Bottles
The Don't Reach the Bottom Campaign Encourages Responsible Drinking
Russia’s largest wine distributer ‘Simple Wine’ has backed a new campaign titled ‘Don’t Reach the Bottom’ that emphasizes the importance of safe alcohol... [More]
Responsible Alcohol Consumption Campaigns - Heineken is Getting to the Bottom of Drinking & Driving
SCORE 7.2
This Quarter and Warm 393 Clicks Pub: Sep 7, 17
Responsible Alcohol Consumption Campaigns
Heineken is Getting to the Bottom of Drinking & Driving
While drinking and driving has been a pressing issue for many years now, Heineken has been taking steps to get to the bottom of the issue once and for all. After commissioning a global study aimed... [More]
Responsible Alcohol Consumption Ads - Heineken's Sponsorship for Formula 1 Promotes Safe Drinking
SCORE 2.8
This Year and Mild 185 Clicks Pub: Dec 1, 16
Responsible Alcohol Consumption Ads
Heineken's Sponsorship for Formula 1 Promotes Safe Drinking
Heineken has taken an unusual route to promote safe alcohol consumption and encourage people to not partake in drinking and driving. The company recently sponsored Milan’s Formula 1 races... [More]
Quantcast