A special-edition bottle with an integrated alcohol test, to raise people’s awareness to drink in a more responsible way. The stripes of a road have been designed on each bottle, using 4 alcohol test labels. Each strip can be removed and used as an alcohol test. Just keep it in your mouth for 10 seconds and you’ll know if you are sober enough to drive.

We turned the product into a media with a social objective. For the first time it’s the bottle of wine itself that advises drinkers if they are sober enough to drive, in the exact moment of consumption. We created a special wine bottle recreating the road design on the body of the bottle. We used four removable strips which work as alcohol tests as well. On the back of the bottle, a special label, will showcase the characteristics of the wine and explain how to use the alcohol test. The bottles created a buzz on social networks and on different publications.

11 x the numbers of inquieres /+270% traffic to site/20x the average interaction/ Mention on food, design, cars,sports magazines/Educational and social role/ + 20% sentiment score

Because we turned the product into a media with a social objective. For the first time it’s the bottle of wine itself that advises drinkers if they are sober enough to drive, in the moment of consumption.

Cusumano is an innovative winery that wants to promote the culture of wine in a different way: from a simple pleasure to a responsible one. The brand is spreading the sicilian wine culture domestically and abroad. The founder believes that wine must be a pleasure, not a danger to anyone. In fact, the abuse of wine could be in some cases lethal. To make people aware of how much they drink while they are drinking, we have decided to leverage on the symbolic potential of the bottle, creating the first bottle with an integrated alcohol test. We launched the bottle during two of the most important events in Italy: Milan design week and Vinitaly, spreading the new concept of drinking while people were having fun.

Situation: In Italy there are 3.7 million people who binge drink until they lose control.

Brief and objectives: Cusumano thinks that alcohol abuse, with all its damages like car crashes, is not just a problem of consumers but also of alcoholic drink makers. The brand wants to raise people’s awareness on a responsible consumption.