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Free wine used as part of Italian drink-driving campaign
April 9, 2009
Elena Di Luigi
Allegrini, one of the best known Amarone producers in Veneto, is to give a free bottle of wine to drivers as part of a drink-driving campaign in Italy.
Throughout May, all designated drivers who manage to successfully stay off alcohol during nights out will be rewarded with a complimentary bottle of Palazzo della Torre.
Drink-driving is responsible for 2.9% of all car accidents in Italy and the legal alcohol limit is 0.5 g/l or the equivalent of two glasses of wine.
According to Marilisa Allegrini, the winery's owner, this advertising strategy aims to draw attention to drink-driving issues as well as to encourage people to eat out more.
The economic recession has hit restaurants particularly hard and this campaign will also help to revive a sector which is of upmost importance to the wine trade.
Have your say...
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Interesting and creative approach. How does MADD respond to this one? The idea would send shivers down Conservatives, but realistically, it would have a good of working. As for the documented control over the project, I for one, have reservations.
James Buchanan, Canada
Oh, those Italians! What will they think of next?
Anon
WHAT ARE THE ITALIANS THINKING WITH THIS ONE?
SOUNDS CONTRADICTORY TO ME TO GIVE WINE TO PEOPLE FOR NOT DRINKING & DRIVING...
HOW ARE THEY GOING TO CHECK THIS?
CHECK-POINTS WITH OFFICERS DOING BREATHALYZER TESTS WHO THEN HAND THE DRIVER A BOTTLE OF WINE IF THEY PASS?
ALSO, MAYBE SOMEONE SHOULD TELL THE ITALIANS IT IS "DRUNK DRIVING" NOT "DRINK DRIVING"...SINCE ANYONE CAN "DRINK" (WATER, SODA, TEA, COFFEE, ETC.)
IT IS THE ALCOHOL CONSUMPTION THAT MAKES A PERSON "DRUNK", THEREFORE, BECOME IMPAIRED TO NOT BE ABLE TO DRIVE.
"DRINKING" WATER, TEA, COFFEE, OR SODA DOES NOT CONSTITUTE BEING IMPAIRED, UNLESS ALCOHOL IS INVOLVED WITH THE MIX, THEREFORE, MAKING THE PERSON "DRUNK"...
LEARN THE LANGUAGE ITALY & LEARN A BETTER METHOD OF PROMOTING YOUR WINES (MARILISA ALLEGRINI), RATHER THAN GIVING DRIVERS MORE REASON TO GET "DRUNK" ON YOUR WINES WHILE DRIVING.
PEOPLE ARE BROKE ALL OVER THE WORLD & EATING OUT, WHICH IS A LUXURY FOR MOST, IS ONE OF THE THINGS THAT PEOPLE HAVE TO STOP DOING, (ESPECIALLY IN FANCY RESTAURANTS THAT SELL WINE), IN ORDER TO SAVE MONEY TO PAY THEIR BILLS & KEEP A ROOF OVER THEIR HEAD.
GIVING THEM A FREE BOTTLE OF WINE IS NOT GOING TO GIVE THEM MORE MONEY TO BE ABLE TO GO OUT TO EAT...
WHAT ARE THEY THINKING? STUPIDO!
LR
I believe the phrasing is DRUNK DRIVING and not DRINK DRIVING. This small, but significant, error in language (perhaps I would suggest an English-speaking editor?) has evidently confused many DECANTER readers. The campaign is certainly against DRUNK-DRIVING and supports the restaurant industry by offering an alternative occasion for consumption to denizens. It appears that the winery is supporting the practice of designating of a sober driver at the dinner table, and after all, does this not make the road a safer place for everyone? As per the comments regarding sales and advertising schemes perhaps a more altruistic take might be appropriate in this case? Consider that wine is being gifted to those who conduct themselves responsibly. And as someone who does not frequently refrain from a glass of wine with my meal, a free bottle of wine for the cellar might even cause me to volunteer my services for this worthy cause from time to time
Robin |
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