Better in moderation – conscious alcohol consumption is especially important in the summer

By: Trademagazin Date: 2025. 09. 25. 11:20

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The summer awareness-raising campaign of the Hungarian Spirits Association and Product Council (MSZSZT) drew attention to the importance of moderate alcohol consumption among 18-49 year olds. The impact of the campaign was confirmed by a representative research conducted in two waves, before and after the campaign, with the same methodology: more and more people drink during the summer, but at the same time more and more people make conscious decisions – especially those who came across the campaign’s messages.

From research to campaign, from campaign to change

The campaign started with a national, representative research that provided an accurate picture of the drinking habits of Hungarians. The MSZSZT used this database as a starting point to address the 18-49 year old target group with targeted, relevant messages.

The research revealed:

Hungarians consume an average of 2.4 drinks** on one occasion,
during the summer period – especially among young people and women – the amount consumed on an occasion increases,
social events, festivals and parties significantly influence alcoholic beverage consumption habits.

The campaign was launched in response to these findings, the aim of which was to encourage alcohol consumers to make conscious decisions during the summer period.

“Just one more, and the situation is already different” – the campaign’s slogan and goal

The central message of the campaign – “Just one more, and the situation is already different” – captures an everyday situation that almost everyone is familiar with: when the phrase “just one more” is uttered at a social event. The slogan aims to draw attention to the fact that often it is just “one more” glass that can tip a person over the edge of moderation, and the situation will be different, whether it’s the next day, decisions, or overall well-being.