Drink Freedom

Such posters one could see in Kiev (Ukraine) recently. It advertises Georgian wine (Georgia a former Soviet republic. Read more about it here). The caption on the poster goes, “It has more freedom than allowed. Georgian wine is banned in Russia.” Underneath is a standard warning, “Excessive consumption of alcohol is harmful to your health”. What is it all about? A couple of months ago Russian chief health-officer banned imports of Georgian wine on the grounds that it does not comply with standard sanitary norms and regulations. The Georgian government considered the ban as a political attempt to suppress freedom in Georgia as 90% of wine produced there is exported to Russia.

Irrespective of who is right and who is wrong this type of advertising is definitely ineffective. The message is clear but the target audience is probably too narrow. Import ban could hardly be an appealing message to the majority of wine experts. If they do already drink Georgian wine they would not drink more of it. If they don’t drink it but want to support freedom in Georgia there are thousands other ways to do it without getting drunk.

Via Sostav

Related Tags: Georgia, Ukraine, Russia, wine, ban, advertising