Whether it's declining a last drink, or handing over your car keys to a friend; refusing to purchase alcohol for minors, or calling a cab for yourself or another -- there's an essential principle to guide responsible drinking decisions. We call it recognizing the moment.

 

It's not enough to slap a label on the bottle that says drink responsibly. The key to healthy consumption is creating a culture where good judgment thrives. At Absolut we see moderation as part of our brand and mission.

 

Absolut is committed to providing the tools necessary for our customers to make responsible drinking decisions. Our Recognize the Moment program is one expression of that commitment.

 

From the Recognize the Moment site you can send yourself a text message at a certain time with a reminder to stick to your drink limit -- like a wake-up call to consume responsibly. You can watch short testimonial films where others describe how they recognize the moment. Or send Facebook friends reminders to drink responsibly. To learn more about Recognize the Moment and explore its resources.