Jägermeister distributor Cellar Trends has put its head above the parapet on the responsible drinking front by sending a team into 50 bars to encourage drinkers to follow Drinkaware advice.
It is the first time a brand will provide responsible drinking messages in person, in outlet, and alcohol education charity Drinkaware will evaluate the campaign's success as part of its Why Let Good Times go Bad? initiative.
The five-year, £100 million industry-funded campaign aims to reduce the social acceptability of drunkenness and change the drinking behaviour of young adults.
In an effort to shake up the message, Cellar Trends, which distributes Jägermeister, Midori, Patrón tequila and Luxardo, will lend its brand experience team to the campaign. Their objective is to "engage directly" with young adults in the on-trade and encourage them to visit Drinkaware's Facebook page.
Cellar Trends' team will visit 50 bars across 18 UK towns on November 9 and 10, to deliver campaign tips and point an estimated 10,000 young adults to the digital support available.
Drinkaware's head of campaigns Siobhan McCann said: "This is a great opportunity to directly engage our target audience at the point of consumption - supporting them with tips and advice when they need it most. We hope contact with Cellar Trend's brand experience teams will encourage young adults to positively change their drinking behaviour while still having a really great night out."
Cellar Trends will be promoting the free Good Times app, which allows revellers to arrange a night out, keep track of their friends, record drinks and book a taxi using GPS.
Brand teams will also give away promotional items with campaign tips and bar-goers will be encouraged to enter a competition to win an iPad by suggesting their best tip to avoid a hangover.
* Please note, Cellar Trends is the distributor of Jägermeister and not the brand owner, as printed in the current issue of Harpers.