• by Larissa Faw , April 12, 2017

Russia has one of the highest alcohol consumption levels in the world – fourth only to Belarus, Moldova and Lithuania, World Health Organization figures show. Now, Russia's biggest wine distributor Simple Wine and its agency Y&R Moscow are launching the "Don't Reach the Bottom" campaign which is designed to urge moderation without sermonizing.

A series of 1,000 bottles are being distributed across the country featuring one of three different cartoon designs that can only be seen as the wine is poured out. One image, for instance, showcases a young couple who appear to be enjoying themselves while drinking moderately. As more wine is consumed from the bottle depictions of increasingly wild behavior can be seen. The image at the bottom of a completely drained bottle shows a drunk-driving-related accident.

The campaign kicked off with famous Russian writer, Alexander Tsypkin, giving a reading of several of his short stories that corresponded with the theme of the project. "His support of the project stretched beyond this event, as he also posted about the matter and promised to bring up Don’t Reach the Bottom at his next reading," says Federico Fanti, ECD, Y&R Moscow.

The bottles are distributed via Moscow’s most popular wine stores and are offered as complimentary libations in selected bars popular among middle-class wine drinkers with the intention that recipients will both respond to the responsible drinking messages and share images of them via social media.

Bottles were also sent to popular bloggers and influencers to help further extend the viral buzz across social media. "Advertising of alcoholic beverages, including wine, is generally prohibited in Russia, that’s why we relied heavily on social media support from bloggers and journalists," says Fanti.

This campaign represents a pivot towards a more sociable approach compared to previous government-backed Russian alcohol awareness campaigns which have tended to resort to shock tactics. Simple Wines considers its mission to educate Russian people about the world wine culture — which includes responsible consumption.

“Russians don’t like to be lectured about drinking," says Anatoly Korneev, VP, Simple Wines. "But this approach aroused people’s interest and provoked them to think without being preachy."