I was intrigued by a full page ad in today’s FT for the above. It directs you to the following site: www.dearmrb.se – where you get to watch a 5 min video.
Whether you agree with the message or not (that alcohol related problems cost the EU Euro 200bn a year, that alcohol should be sold along Swedish lines ie through controlled, non-profit making, regulated outlets), the way in which it is presented is as slick as anything I’ve seen in a long time.