Promotion of responsible drinking at music festivals

The Carlsberg company sponsors a number of music festival across Europe with its different brands and uses this opportunity to also promote responsible drinking, including the message against drink driving. Since these festivals attract large numbers of young adults, they thus also allow the opportunity to target the largest category of the population responsible for drink driving fatalities, namely young and novice drivers. In Bulgaria, in June 2015, Tuborg presented the “Don’t drink and drive” initiative at Summer Chaos Festival in Burgas (13,000 attendees) and Color Festival in Sofia (2,000 attendees). At Kavarna Rock, 9,900 “Don’t drink and drive” flyers and badges were handed out by hostesses to those guests correctly guessing the Tuborg message against drink driving.