Absolut Responsibility: Vodka Company Promoting Moderation

Just weeks after debuting television advertising during the Grammy Awards, Absolout Vodka is unveiling their "Recognize the Moment" campaign to promote responsible drinking.

From the New York Times - Advertising about drinking responsibly has been appearing for decades. One notable effort — “Know when to say when” — was introduced by Anheuser-Busch in 1982, when the economy was mired in recession.

Responsibility campaigns are considered an effective counterweight to activists who seek to limit or ban advertising for beer, wine and liquor. Now, a best-selling vodka brand is significantly increasing the digital presence of its moderation messages by devoting a section of its Web site to helping drinkers “enjoy with Absolut responsibility.” The moderation messages for Absolut are expected to go live Monday.

For the complete story in the New York Times click here.

To learn more about Absolut's responsibility campaign "Recognizing the Moment" visit their website here.

CBS News' 60 Minutes: Drinking Age Debate

The Debate On Lowering The Drinking Age
60 Minutes: Some Say Age Should Be Lowered To 18, But MADD And Others Strongly Disagree

February 22, 2009 (CBS) - Last fall, a group of over 100 college presidents - including the heads of Dartmouth, Virginia Tech and Duke - signed a declaration stating that the 21-year-old drinking age is not working, and fireworks went off. But the college presidents got what they wanted: a national debate about the drinking age. When the age was raised to 21 in the mid-1980s, the goal was to reduce highway fatalities. But everyone knows that the 21 age limit hasn't stopped minors from drinking.

And now some experts believe it's actually contributing to an increase in extreme drinking.

Lesley Stahl examines the debate over lowering the drinking age to 18, a controversial idea embraced by some people and roundly criticized by others.

View the CBS News video of Lesley Stahl's report here.
Read the complete CBS news story here.