Salzburg – In a bid to limit drink-driving, the Steigl brewery has created beer bottle labels that double up as tickets for public transport. The dual-purpose labels were designed specifically for Bock, with an alcohol content by volume of about 7%, and were used in the Austrian city of Salzburg over the Christmas period, when alcohol consumption is at its peak.
A growing number of drinks companies are integrating responsible initiatives into their promotion and packaging. With Prohibition Culture on the rise, alcohol brands will have to adapt to an increasingly health-conscious and socially responsible approach to the consumption of alcoholic beverages – alongside that of cigarettes and unhealthy food.
For more, read our Prohibition Culture macrotrend report.