Drink Responsibly.
#SexResponsibly

Drink Responsibly.
#SexResponsibly

Today, romance is on most people’s minds. But before that, let’s talk responsibility.

A match online isn’t a Yes.
Sliding into DMs is fun. But it’s not a Yes.
Buying someone a drink doesn’t buy you a Yes.
A date doesn’t always end with a Yes.
Making out in the cab doesn’t make it a Yes.
Binge-watch and chill? Still not a Yes.

Only a Yes to Sex is a Yes

Using the chronology of a date to break down different stages of consent, Absolut puts a spotlight on how people do (or don’t) address consent in their own lives. From sliding into DMs, to buying someone a drink, to sharing a ride to the next destination, we make it clear that Only a Yes to Sex Is a Yes. Because sex without consent is sexual assault.

“In a recent survey conducted with 21-30 year olds for Absolut by KRC Research, we learned that nine in 10 have talked about consent with their friends and family, and that nearly one-third said they talk about the topic of consent frequently or all the time,” said Ann Mukherjee, chairman and CEO of Pernod Ricard North America. “Additionally, 61 percent said they believe companies should play a role in tackling this issue. When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted – frequently involving the perpetrator’s misuse of alcohol – you can understand why we feel compelled to take a stand on the issue of consent.”

Our Commitment

Absolut has committed to take action in support of responsible drinking and consent by:

Listen. First and foremost, we need to listen – to understand the challenges real people face as they navigate how to respect, accept and give consent and the role of alcohol in that process so that we can determine the right role for us to play. We gain permission to act by prioritizing listening.

Convene. Building on our long history at the cultural vanguard, we can use the power of our brand to convene frank, honest and open conversations about consent.

Act in Partnership. Working with expert partners, we will develop and implement new, culturally-relevant campaigns and programs that aim to prevent alcohol from being used as a tool or excuse to violate consent.

Our Partnership with RAINN

Absolut’s partnership with RAINN will help even more survivors of sexual assault each year and continue the organization’s vital work to educate the public, prevent sexual violence, and ensure that perpetrators are brought to justice. Importantly, Absolut will work with RAINN to develop and implement new, culturally-relevant campaigns and programs that aim to prevent all people from using alcohol as a tool or excuse to violate consent.

“We look forward to working with Absolut to tackle the important issue of consent head-on, and to use this partnership to advance cultural understanding of the problem and create real-world solutions,” said Scott Berkowtiz, president of RAINN. “We are excited by the potential for the brand’s reach to call attention to this important issue.”

RAINN is the nation's largest anti-sexual violence organization. RAINN operates the National Sexual Assault Hotline (800.656.HOPE and online.rainn.org). RAINN also carries out programs to prevent sexual violence, help survivors, and ensure that perpetrators are brought to justice.

If you or someone you know has been affected by sexual violence and need to talk, free and confidential support is available 24/7 via RAINN’s National Sexual Assault Hotline at 800.656.4673 and online.rainn.org.