“Love your Liver” leads responsible drinking

Halewood International showed how to combine a commercial initiative with the public interest as it won the prize for Best Responsible Drinking Message at The Drinks Business Awards 2012.

By far the most creative and striking entry, Halewood’s “Love Your Liver” promotional tie-in for non-alcoholic wine Eisberg caught consumers’ imagination with a UK bus tour, which offered free “pop-up” liver tests and health advice.

Highlighting the ability of this initiative to engage with a broad cross-section of consumers to an extent that many other responsible drinking campaigns fail to achieve, the judges praised this entry for its “accessibility”, “clear message” and “measurable” impact which “shows real commitment” to tackling a pressing problem in the UK.

Runner up in this category was Diageo with its “Don’t see a great night wasted” campaign. This also scored highly for its impact, grabbing consumers’ attention by adding a glamorous edge with celebrity endorsement.

The judges decided to offer a special commendation to the Wine Press for its initiative “A Parent’s Guide to Teen Alcohol and Parties”. Driven by Australian writer Tyson Stelzer, the scheme offered a highly targeted, relevant template which showed scope to be rolled out to a wider audience.

The Wine & Spirit Trade Association also made this year’s shortlist, showing important, effective leadership for the UK drinks trade’s combined effort to address a highly politicised issue.

For a full list of winners from The Drinks Business Awards 2012, click here.