See your actions clearly, champ says - beer focus

Dreher Breweries has launched what it calls an “unprecedented” campaign in Hungary to promote the responsible consumption of alcohol.
The main goal of the Drink Responsibly! program is to increase the alcohol-related awareness of Hungarians. With support from Gábor Talmácsi, Hungary’s reigning 125cc motorcycling world champion, the initiative is intended to create social value by focusing on individual responsibility.   
The responsible non-excessive consumption of alcoholic beverages may represent a positive contribution to the quality of life of adults. At the same time, excessive and irresponsible drinking may have negative consequences mentally, socially or medically, Dreher said at the launch of its campaign, part of its corporate social responsibility (CSR) mandate.
The brewery, owned by SABMiller, one of the world’s largest brewers, claims it is the first in Hungary to start a social value-adding program which is focused on responsible consumption of alcohol and individual responsibility.
To that end sports celebrity Talmácsi was recruited to convey the main ideas of the campaign to as many people as possible.  
“The central message of the Drink Responsibly! program of Dreher Breweries is delightfully simple: we are responsible – both for ourselves and for others,” Talmácsi said.
“As a professional sportsman, I’m fully aware of what it really means. Whatever decisions I make – on or off the speed track – I do know that my decisions have consequences which may have an impact on others too.
“The same applies to consuming alcohol. I’m responsible and I’ve got to make decisions in a responsible way. I have to know when, where and how much I can drink. And I also have to know where the limit is. I have to see my act and its consequences clearly.”
Dreher’s Corporate Affairs manager, Mónika Agócs, explained the choice of the motorcycling world champ as the brewery’s spokesmodel.
“We wanted to implement the Drink Responsibly! program with a man who is aware of his celebrity status and his success as well as the responsibility which goes with it,” she said.
“Talmácsi is a role model for all of us. Both his achievement in his sport and his sportsman’s attitude are exemplary. He knows there are a whole team, his family, and thousands of fans behind him, for whom he feels responsible.
“And he makes all his decisions in complete awareness of this responsibility. We are delighted to have won him for cooperating partner in this social responsibility initiative.”
Agócs told The Budapest Sun that the brewery first met with Talmácsi in January of this year. “We could kick off with the campaign after six moths of work, in June, after developing a unique, innovative creative concept and messages.
“Gábor was very positive after the first meeting and he was more than happy to launch the program together. He is proud to stand for a value-adding social responsibility campaign, whose goal is to convey the message that one can drink in a responsible and civilized way too.”

See your act

Asked how much the campaign had cost, she told us, “It is natural that Gábor Talmácsi is compensated for his participation in the program, as he devotes time and energy to advocate our initiative and convey the message of responsible consumption to as many people as possible. We prefer, however, not to disclose the extent of his compensation.”
 The campaign is being aired both online and in the print media. The ads show Talmácsi, facing his helmeted image in a mirror, featuring the slogan of “You should also see your act clearly!,” focusing on the responsibility of the individual.
Hector Gorosabel, managing director of the Hungarian beer maker, said “Dreher Breweries, as a socially responsible corporation, makes a major effort to increase the awareness of consumers in relation with alcoholic beverages and to promote responsible consumption in Hungary.
“As a further step in the framework of corporate social responsibility, we are starting the Drink Responsibly! program, which is intended to stir consumers’ attention.
“We would like to have truly conscious consumers who are aware of the fundamental principles of consuming alcoholic beverages and set a good example for their families and their friends as well as future generations.”