WHNetwork Blog

The spirits industry has certainly put extensive effort into branding and overall image in recent years. It was not too long ago that spirits commercials were nowhere to be seen on major television networks. One of the first companies to secure a deal with a major network was, of course, Diageo. The news was announced in January 2002 that Guinness UDV, a division of Diageo, had contracted with NBC, to air national TV commercials for its distilled spirits business, the first such ads ever to be run on national television. Local cable networks, local TV stations, radio stations and print media had allotted space for spirits advertising since 1996. So what took the networks so long?

Back in the 1930's, The Code of Good Practice was created voluntarily by distillers throughout the nation. The basis of the code was that distillers promised to engage in responsible advertising, geared only toward the intended adult population. The current standard is that alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age.

This code has 39 provisions that still exist today. The spirits industry even funded the development of the breathalyzer in the 1940's. DISCUS has a page dedicated to the History of Social Responsibility on their website. It's an impressive list of the various campaigns they have undertaken to encourage responsible drinking for the last 80 years.

However, those campaigns do little to get inside the head of someone on their fourth or fifth cocktail. The idea of responsible drinking becomes but a distant memory once a certain point is reached and that point varies slightly for everyone. Try getting someone that has reached their "tipping point" to even pronounce "responsible drinking". A more effective campaign might be to have warnings printed on the actual glass that someone is drinking from - in the same way that cigarette packs in Europe have dire and deadly warnings in bold all over them.

And then you have campaigns like the one for the hip Dutch Vodka, EFFEN. The website provides music tracks that would certainly prove an ideal groove for your next cocktail party at home. I must confess I was excited when I read about it's launch. Not however to try the "liquid luxury" - just to order one. "Yes please, I'd like an EFFEN Vodka".. I think the marketing person behind this is not only genius but someone I'd like to have an effen vodka with one of these days. Maybe if the company is good, even follow it up with an effen Kobe burger. mmm, mmm.. Ok sure - they say the name means "smooth, even and/or balanced" in Dutch but I don't buy it. They knew what they were doing when they gave EFFEN it's name.

On the website, they ask that you enter your age before entering. What purpose this serves is beyond me. Anyone that can do basic mathematics can enter an "access code" regardless of their age. A significant number of wineries do this also on their websites. Does anyone know why? How can this possibly prove to be effective and promote responsible drinking?

Surely the bartenders of the world are the ones that deserve a huge credit for their role in ensuring our social responsibility when drinking in their establishments? Granted, they are also ensuring that they don't go down with us when we, um, fall. But I have seen some very skilled bartenders handle some rather sensitive situations over the years with professionalism, respect and in some instances, even kindness. I think they deserve a mention for their dedication to the cause.

I also have a lesser known code to share. Each year, we make wine from my family's grapes. We'll do various blends from the Cabernet, Zinfandel and Sangiovese vineyards and each year we get a little bolder. We didn't have to worry about responsible drinking back when we started 8 years ago as most of what we produced in the beginning wasn't exactly palatable. Successive years have proven that practice makes better - so much so that we designed a label this year. Our code is simple and printed clearly on the back label. I think we can all testify to it's validity.

1) May cause unwanted children
2) May cause bad dancing
3) May cause ugly faces to appear attractive
4) Consumption in excess will undoubtedly cause a hangover

Sláinte! (Cheers!)