# Safe Consumption Wine Bottles The Don't Reach the Bottom Campaign Encourages Responsible Drinking By Mishal Omar | Published 2017-04-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dont-reach-the-bottom References: [designtaxi](http://designtaxi.com/news/392494/Striking-Wine-Bottle-Design-Shows-The-Consequences-Of-Drinking-Too-Much/) & [itsnicethat](http://www.itsnicethat.com/news/y-and-r-russia-advertising-120417?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) 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 consumption](https://www.trendhunter.com/trends/sober-chic). The campaign was created by Y&R Russia and features specialty wine bottles and an advertisement that both have the same powerful message. The wine bottles at first glance appear to be without labels, but as more wine is poured out of them the bottles reveal powerful images. There are three different designs that the specialty wine bottles are offered in, with one example being individuals enjoying a night of partying, which then later is revealed to have ended in a car accident as a result of [drunk driving](https://www.trendhunter.com/trends/captain-of-the-night-campaign). The Don't Reach the Bottom campaign works to make consumers think about their alcohol consumption habits and their possible effects on not only their own lives, but the lives of others. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 63% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Responsible Drinking Campaigns:** Creating specialty wine bottles and advertisements that aim to promote responsible alcohol consumption. - **Interactive Packaging:** Developing packaging designs that reveal hidden messages or images as the product is consumed. - **Socially Conscious Advertising:** Using powerful visuals and messaging to raise awareness about the impact of alcohol consumption on society. ### Where This Applies - **Alcohol Distribution:** Opportunity for wine distributors to support and promote responsible drinking campaigns. - **Packaging Design:** Potential for packaging designers to create interactive and engaging packaging solutions with hidden messages. - **Advertising and Marketing:** Demand for impactful and socially conscious advertising campaigns that educate and encourage responsible alcohol consumption. ## Related on Trend Hunter - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Informative Digital Beverage Labels](https://www.trendhunter.com/trends/packaging-initiative-in-singapore.md) - [Transparency-Focused Digital Alcohol Labels](https://www.trendhunter.com/trends/pernod-ricard-1.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Moderated Drinking Campaigns](https://www.trendhunter.com/trends/gordons-mix-it-up.md) - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md) - [Partially Filled Wine Bottles](https://www.trendhunter.com/trends/tomorrows-vintage.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md)