Brand News

MEAS*, the Irish alcohol social responsibility organization launched a major initiative in early November with the support of the Drinks Industry. Irish Distillers played a key role in driving this new responsibility initiative, the initial phase of which involves a 1.75 million € advertising campaign. This initiative will be developed and expanded in 2007 and beyond and will involve a commitment of approximately € 20 million over 5/6 years.

The centrepiece of the program is the website drinkaware.ie which explains what a “standard drink is (approx. a glass of beer or a glass of wine or a measure of spirits) and provides a calculator that allows people to assess how many standard drinks are contained in their favourite tipple. Fionnuala Sheehan, the MEAS CEO says: “the key focus of the drinkaware.ie initiative is to promote responsible use of alcohol while, at the same time, challenging anti social drinking behaviours”.               From now and until the end of January 2007, there will be an extensive TV, Radio, and billboard advertising campaign using the slogan “know the one that’s one too many”, to promote drinkaware.ie and the responsible enjoyment of alcohol. To visit the website : www.drinkaware.ie For more information on the campaign : www.meas.ie   * Mature Enjoyment of Alcohol in Society Limited