Absolut Responsibility

Life is full of reasons to celebrate. Make sure that alcohol is a positive addition to the celebration.

Recognize the Moment

You’ve been there. We’ve been there. Everyone’s been there. It’s that part of the evening when the bartender wants to know if you’d like another drink. Or when you have to answer the question, “Are you okay to get home?” It’s that moment in time when you have a choice to make. An important choice. A choice that will determine whether or not you and the people you’re with consume responsibly. And if that sounds boring to you: If you feel we’re about to tell you off for enjoying life, we’re not. The truth is – making that choice isn’t always saying no. The key is recognizing the moment. Watch the videos to learn more about how others recognize the moment and say yes to drinking in a responsible way.

Alcohol free drinks

Of course you shouldn’t drink alcohol if you are pregnant, driving or have had too much already. Try our alcohol free drinks instead. If you want to drink alcohol responsibly, order a drink next time in the bar, and skip that poor house wine. A delicious drink can be enjoyed for a longer time and makes you look sophisticated.

Find popular drink recipes

Stay together during the party with the Buddy Check app

Buddy Check is an app that helps you and your friends to keep track of each other when going out. GPS functionallity combined with timed buddy checks makes it more fun and safe to stick together throughout the night.

3 tips to enjoy alcohol without going overboard

The numbers game

Keep an eye on your glass and your mind on the math. Keep track of how many drinks you consume. You can make a mental note before each drink or mark down each new beverage on the back of a business card. Find the method that works best for you - just make sure you pay attention to how much you’re drinking.

Pace yourself

Slow down and enjoy your beverage. What’s the rush? Sipping your drink slowly will make it possible for you to take in all the flavors, and give you more time to carry on the conversation with your company. Also, make sure to clean your palate between drinks using non-alcoholic beverages such as water, soda, or juice.

Know when to say when

There are times when the best decision is to not drink alcohol. There are also times when people will offer you a drink that you don’t want. Be creative and make sure you’ve got a standard, quick reply of “no thanks” handy.

But how much is too much?

Moderate drinking standards vary by country and are, in some parts of the world, considered to be dependent on gender. Below you will find expert recommendations from the World Health organisation. Please remember that these are the maximum levels and that the recommended units may vary depending on country, and that individual (e.g. weight, health, metabolism) and situational factors may call for even more moderation and caution than the amounts stated here - learn to Recognize the Moment, and act accordingly. For more information, please visit www.responsibledrinking.eu or www.drinkinmoderation.com.



No more than two standard drinks (i.e., 20 g of pure alcohol) a day, on average; never more than four standard drinks (i.e., 40 g of pure alcohol) in one day on special occasions



No more than three standard drinks (i.e., 40 g of pure alcohol) a day, on average; never more than four standard drinks (i.e., 40 g of pure alcohol) in one day on special occasions

Keep in mind: It is advised that men and women have at least one or two alcohol-free days per week. 0 drinks at least one day per week and at all times in high-risk situations (pregnancy and breastfeeding, under the legal drinking age, driving a vehicle, operating dangerous machinery, situations requiring care and vigilance, taking medication, etc.)

Sources: Maximum limits according to World Health Organization WHO

Feeling the effect

Ever wonder why your best friend seems a little tipsy after two cocktails, while you have your wits about you? Or why your dad has two drinks with dinner, while your mom insists on having only one?? It’s all personal. Gender. Food intake. Body fat percentage. There are a number of reasons why alcohol affects people differently. Before consuming, take a look at the facts below to know how alcohol is likely to affect you, based on your genetic and physical characteristics.


Height and weight matter. Scientific studies show that individuals with a higher percentage of body fat become intoxicated more quickly than those with a lower body fat percentage. This happens because fatty tissue absorbs less alcohol than muscle, which leads to a higher concentration of alcohol in other areas of the body, and ultimately a higher blood alcohol content.


Women tend to become intoxicated more quickly than men because they typically have a higher percentage of body fat, which means their bodies are composed of less water. When consumed, alcohol mixes with the body’s water, and since women’s bodies have less water to dilute the alcohol, it is more likely to become concentrated in a woman’s body than in a man’s.


Eating food before you drink can help slow the rate of intoxication because the time it takes for the alcohol to be absorbed in the body depends on how quickly it’s able to leave your stomach. If there’s food in your stomach, it will take longer for the alcohol to pass through and be absorbed into the bloodstream. Eating food after drinking won’t have any effect.


The faster someone drinks, the faster he or she will become intoxicated. Blood alcohol content (BAC) is dependent upon the amount of alcohol consumed and the rate at which the body can metabolize that alcohol. The body is only able to metabolize about one drink per hour. If alcohol is consumed faster than the body can break it down, BAC levels will rise and the rate of intoxication will increase.


Mixing alcohol with drugs – including over- the-counter medications – can increase the rate of intoxication and may be harmful. Several medicines contain more than one ingredient that can cause negative reactions when combined with alcohol. Be sure to ask your pharmacist if you have any questions about how alcohol might interact with the medications you’re taking.