31.12.2024
ACIBEV launches successful campaign to promote responsible wine consumption

Last year, ACIBEV launched an impactful campaign to encourage responsible wine consumption. The campaign, titled “Não passe do ponto” (“Don’t Cross the Line”), was rolled out in two phases to effectively reach the public and raise awareness about the importance of drinking wine in moderation.
The first phase, running from March 18 to 31, targeted a broad online audience through digital platforms and social media channels, including Meta (Facebook and Instagram) and TikTok. Display ads on major news portals such as Expresso, Observador, and Público helped expand the campaign’s reach. This phase generated an impressive 7 million impressions, ensuring the campaign’s message reached a wide and engaged audience.
The second phase, from November 4 to 17, saw the campaign grow even further. In addition to continued digital media efforts, the campaign introduced 100 Out-of-Home (OOH) panels across key locations in Lisbon, strategically timed during the pre-Christmas season—a period often marked by increased wine consumption. This phase significantly boosted visibility, achieving a total of 27 million impressions.
The “Don’t Cross the Line” campaign underscores ACIBEV’s ongoing dedication to promoting responsible wine consumption as a cultural norm in Portugal. As an active and involved actor of the Wine in Moderation community, ACIBEV that is one of the two National Coordinators of the Wine in Moderation programme in Portugal, works hard to advocate for conscious drinking practices and to encourage individuals to enjoy wine in a balanced way.
Links to the videos:
“Não passe do ponto” – Red Wine
“Não passe do ponto” – White Wine