We’ve written a few posts about how alcohol brands (including Heineken and Martini) encourage responsible drinking by responding to various consumer anxieties. Recently, Pernod Ricard, the parent of brands including Absolut, Jameson and Malibu, launched an app called Wise Drinking that helps people concerned about their ability to drive, estimating users’ blood alcohol concentration. Available in 37 languages, the app takes into account gender, weight, time of the last meal and the type and quantity of alcohol consumed. Wise Drinking also offers advice on how to pace alcohol consumption and a “Get me home” button for one-touch calls to emergency services and selected friends.
Pernod Ricard is also partnering with Alcohoot, a startup selling a $99 breathalyzer that plugs in to mobile headphone jacks and provides a more exact measure of sobriety. The product “has the potential to change behavior,” according to a statement from Pernod head Bryan Fry. Wise Drinking includes integration with Alcohoot’s app.
While promoting safe drinking is a challenge—in this case, Wise Drinking requires potentially inebriated users to remember to input the information each time they have a drink—providing the tools to make more informed choices and encouraging more mindful consumption throughout the night is a move in the right direction.