The product is entirely stripped of any sophisticated or stylized elements applied to promote alcohol.

Instead, it applies a no-nonsense, anatomically accurate image of a body ravaged by booze as a label.

With an estimated 3 million people dying each year from alcohol-related illnesses across Europe, what began as an experiment in transparency has resulted in a real, drinkable product that can provoke debate as consumers drink it.

Applying an actual product as a vehicle, much like a Trojan horse, Alcoholic Vodka helps to change attitudes in the very environment where alcohol is consumed.

When the product is displayed on bars or at parties, the immediate conversation turns to the bottle; how much damage alcohol can factor, and concerns about if individuals might be drinking too much.

In short: It becomes its own media channel.

The result is a clear and consistent expression applying contrasting visuals that stand out on the shelf and educate about the risks of alcohol consumption.