Europe gears up for responsible World Cup

10 June, 2010

Belgium: The European Spirits Organisation CEPS and The European Forum for Responsible Drinking (EFRD) have teamed up with the Belgian Federation of Wine and Spirits to launch a responsible drinking campaign during the World Cup.

350,000 flyers are to provide fans with tips on responsible alcohol consumption and will be distributed in key venues across Belgium, including on Brussels’ Place du Luxembourg and in the Parc du Cinquantenaire, from kick-off on 11 June until the Final on 11 July.

The responsible drinking campaign will be launched on 11 June at 3pm, during the VIP inauguration of the World Cup Village, a new venue in Parc du Cinquantenaire, where World Cup matches will be broadcast live. The World Cup village will be open to the public from 4 pm.

Following the launch, flyers will be distributed in selected bars, venues and supermarkets across Belgium throughout the World Cup.

“We know that events like the World Cup are a unique opportunity for people to spend quality time together and enjoy the game, but we also know that for some people, it’s an occasion to forget about their own limits and drink more than they should,” said Jamie Fortescue, director general of CEPS.

“These flyers give out simple and useful responsible drinking tips along with a calendar of match fixtures where fans can note down winning teams as the tournament unfolds. It will remind football fans, for instance, that they shouldn’t drink and drive, that they should alternate their drinks with water, or that they shouldn’t drink on an empty stomach,” he added.

“This is a concrete example of how the drinks industry can make a meaningful contribution on the ground, adjusted to local needs and circumstances”, concluded Fortescue.

For more examples of campaigns led by the EU spirits industry, visit

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