Multi-category group Stock Spirits has commenced a responsible drinking activation, suggesting consumers take a 20-minute break between alcoholic drinks.
Timed to launch ahead of the festive season, ‘Sip it Smart’ consists of unspecified assets targeting the on- and off-premise channels across multiple European markets. The message will also be amplified online across social media platforms.
Financial details behind the campaign were not disclosed.
Citing health professionals as the source for the 20-minute approach, Stock, which historically has operated in the vodka category in central and Eastern Europe, said it intends to “encourage people to slow down and make smarter drinking choices this festive season”. The move comes in the dying days of current CEO Jean-Christophe Coutures’ tenure; the executive will make way for external recruit Steven Libermann from Monday (1 December).
“We take our responsibility to promote and lead the conversation on smarter drinking choices,” said Coutures. “Consumers are increasingly looking for ways to drink more mindfully, whether that’s choosing low- and no-alcohol options, pacing themselves better, or opting for a sober festive season, which for many people is just as meaningful and welcome.
“The 20-minute pause gives people something easy and actionable they can use in the moment.”
The campaign will run until the beginning of January.
Owned by private equity group, CVC Capital Partners, Stock Spirits added tequila and scotch whisky to its spirits footprint in 2023 through the acquisitions of Sierra tequila owner Borco in Germany and blended scotch whisky brand Clan Campbell.
