Y&R Russia designs wine bottle displaying the repercussions of irresponsible drinking

12 April 2017

Y&R Russia has designed a wine bottle that displays drinking advice as the wine is decanted. The Don’t Reach the Bottom campaign is backed by the biggest Russian wine distributor, Simple Wine. 

The campaign features 1,000 wine bottles decorated with cartoon designs that display the repercussions of irresponsible drinking on glass when the wine is poured. For instance, one bottle features a couple enjoying a drink before their behaviour escalates into a drink driving accident. 

Russia has one of the highest alcohol consumptions levels in the world and the campaign aims to promote responsible drinking at a time of concern. The tone of the campaign differs from previous government-backed alcohol awareness schemes in Russia which have usually used shock tactics. By using a more sociable approach Y&R’s campaign hopes to engage users, rather than agitate them. 

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

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Lucy Bourton

Lucy (she/her) is the senior editor at Insights, a research-driven department with It's Nice That. Get in contact with her for potential Insights collaborations or to discuss Insights' fortnightly column, POV. Lucy has been a part of the team at It's Nice That since 2016, first joining as a staff writer after graduating from Chelsea College of Art with a degree in Graphic Design Communication.


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