It's not enough to just outfit bottles and advertisements with 'drink responsibly' taglines. Or to shake a finger, suggesting that abstinence from alcohol is the only way to prevent overindulging. The key is moderation. The key is recognizing the moment.

Whether it's opting out of a drink at last call, handing over your car keys when you know you shouldn't drive home, refusing to purchase alcohol for minors, calling a cab for a friend, or pouring a drink to celebrate a milestone with your loved ones; there's a moment in time when a decision has to be made.

ABSOLUT is committed to giving you the tools you need to make the decision to consume and celebrate responsibly. The Recognize the Moment program is part of that commitment.

From this site, you can send yourself text message reminders to make that drink you're enjoying the last one of the evening. You can watch testimonials about how others recognize the moment. Or you can send your Facebook friends reminders to drink responsibly. In any case, you'll find resources that help ensure you consume with Absolut responsibility.