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Just the ticket: A creative solution to drink-driving

By Kasia Maciejowska 28 : 05 : 2013 Transport : Labels : Alcohol

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.

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