By Clyde Mooney – editor Australian Hotelier

Jameson has launched an initiative in collaboration with DrinkWise to drive awareness of standard measures of alcohol and self-control in drinking. 

The campaign’s key message of ‘30mL is one standard drink’ targets community concern around what is seen to be a growing trend of pre-loading before going out.  

Launched last weekend, a spokesperson said the four week campaign will see “a significant digital media buy” targeting 25-34yo males, as well as a series of short videos featuring cocktails with standard units being released through Jameson’s Facebook page. 

The campaign aims to educate consumers before they reach the point of purchase at a bottleshop or venue, which is line with DrinkWise CEO John Scott’s comments that the social watchdog provides tools and advice “designed to assist Australian adults in making good drinking choices”. 

“We’re delighted to be associated with Jameson’s ‘Big Shot’ campaign,” says Scott. 

“DrinkWise is committed to changing Australia’s drinking culture to one that is healthier and safer, and we see industry initiatives such as this as an ideal vehicle to educate young adults about how to drink properly.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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