Stock Spirits Group is encouraging people to slow down and make smarter drinking choices this festive season with the launch of Sip It Smart – a Christmas moderation campaign built around one simple, science-backed idea: take a 20-minute pause between drinks.

First promoted by health professionals as a straightforward moderation tool, the 20-minute idea helps people pace their drinking and make more mindful choices. Through Sip It Smart, Stock Spirits is putting this message at the heart of its festive campaign, designed to help people enjoy celebrations while drinking more consciously.

Why 20 Minutes Matters

The 20-minute pause works on multiple levels to support mindful drinking:

• Physical: After 20-minutes, the liver begins to metabolise alcohol. A short break reduces cumulative intake over time and gives the body a natural break.
• Behavioural: It creates a natural moment to pause, check in with yourself, and make an intentional choice about the next drink.
• Social: The rule is easy to remember and fits naturally into any celebration, turning moderation into a shared ritual, rather than a restriction.
• Emotional: When you’re engaged in great conversation, sharing stories with family and friends or just enjoying the festive atmosphere, 20 minutes passes quickly, making celebrations more memorable and meaningful.

Jean-Christophe Coutures, CEO at Stock Spirits Group said: “As a leading spirits producer, we take our responsibility to promote and lead the conversation on smarter drinking choices. Consumers are increasingly looking for ways to drink more mindfully, whether that’s choosing low and no alcohol options, pacing themselves better, or opting for a sober festive season, which for many people is just as meaningful and welcome. The 20-minute pause gives people something easy and actionable they can use in the moment.”

Making It Work in Real Life

The idea about taking 20 minutes between drinks is not about clock watching, but about being present in the celebration. The festive season is naturally filled with meaningful moments: conversations with family, catching up with old friends, sharing meals, and enjoyed the atmosphere.

Radek Lewandowski, Sustainability Director at Stock Spirits Group added: “Sip It Smart is about creating a shared moment of pause that fits naturally into how we celebrate. The 20-minute idea gives everyone a tangible way to slow down together and make moderation part of the occasion.”

Part of a Wider Commitment

The campaign is part of the Group’s long-term commitment to promoting responsible drinking, anchored in both its Marketing Communication Policy – launched in 2024 and built around the 3R framework (Responsible consumer marketing, Respecting consumer choice and Responsible drinking) – and its education platform Taste It Smart.

Taste It Smart plays a key role in helping people make informed decisions around alcohol by sharing practical tools, guidance and resources designed to encourage moderation and reduce harmful consumption. Sip It Smart is the latest activation of this platform, turning policy into a clear, accessible action.

The Sip It Smart campaign will run across multiple European markets from mid-November through early January, with activations across social media and the on- and off-trade.

For more information visit: https://www.stockspirits.com/en/taste-it-smart