One of the issues that the EuroCham Wine & Spirits Committee strongly advocates for is the need for consumers to enjoy its products responsibly. With a broad representation of the most famous beverages of Europe, the committee has banded together to lead an industry joint effort in promoting safe drinking habits.
Following the success of the inaugural responsible drinking DrinkWise campaign in 2016 at Clarke Quay encouraging consumers to hydrate, the committee launched a second campaign in 2018 aimed at influencing youths not to binge drink. This digital communications campaign is supported by the committee’s members comprising Moet-Hennessey-Diageo, Pernod Ricard, Edrington, Remy Cointreau, William Grant & Sons, Bacardi-Martini, Campari, Carlsberg, and Heineken.
This campaign presented promising results that significantly reduced the number of public disorder incidences, and together with a collaboration with the Singapore Nightlife Business Association, nudged consumers to consume responsibly.