Thoroughly Moderne in Paris

How do you encourage responsible drinking without spoiling the consumers' fun? La Moderne, a new concept bar in France, has some bright ideas about this.

Supported by social organisation Groupe SOS and sponsored by Kronenbourg, La Moderne offers a whole series of smart ways to help consumers keep their drinking at a reasonable level. For a start, the drinks menu includes a wide range of alcohol-free drinks (including our beers) alongside traditional options.

Secondly, consumers are encouraged to alternate between alcoholic and alcohol-free beverages, and discounts are offered on this combination during happy hours. What is more, every alcoholic beverage comes with a light snack free of charge.