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Disclosing the secrets to responsible drinking THE CHALLENGE: Discover Consumer Behaviors, Motivations, and Attitudes Towards Irresponsible Drinking THE OUTCOME: A consumer report of irresponsible drinking which feeds into the design of a responsible drinking campaign THE METHODOLOGY: Alcohol Consumers Focus Group Discussion  One does not need to exceed 21 years old to drink in China. Interestingly, indulging in alcohol is more of a scene among business people rather than teenagers. In a society well-known for its indirect way of communication, social drinking is an approach to increase trust among business peers and friends because the Chinese believe one would show his true color after getting drunk. However, the punch of too many glasses may damage one's health, personal safety, and social image. In some extreme cases, it would encourage crime. Our client, an international spirit company, chose to organize a campaign promoting responsible drinking. To design it, they needed to understand what would trigger and prevent the irresponsible drinking. The project team opened a survey and invited groups of drinkers from Shanghai and Beijing to join. The respondents come from both genders, different age groups, and various types of drinking occasions. They shared the wild drinking stories and brainstormed the solutions. The direction of the campaign, as indicated by the study, could be promoting the benefits of responsible drinking instead of warning about the dangers of the loose ones. The project report went into detail about other more factors in building the new drinking culture followed by a summary of the behavior and psychology of irresponsible drinkers.
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