Martell, the French cognac brand, officially released its second public service video in early September to call on the public to take practical action against excessive drinking, following the launch of the "No Drunk Driving" awareness campaign during the Spring Festival this year.

Starring Tony Leung Chiu-wai, the video features the concept of moderately drinking. Martell, the cognac brand owned by French wine and spirits group Pernod Ricard, continues its efforts in promoting responsible drinking, encouraging consumers to drink in moderation and avoid excessive drinking while enjoying jovial moments with family and friends during the Mid-Autumn Festival.

In the video, Tony Leung Chiu-wai, one of Asia's most successful and internationally recognized actors, puts down his glass after drinking and asks for a refill of water. With this simple gesture, he delivers the message of moderate drinking to the audience. As water is indispensable to alcohol metabolism, drinking water while consuming alcohol can prevent your body from dehydrating and help pace yourself from excessive drinking.

Aiming to raise public awareness about moderate drinking, this public service video has been launched on major online video platforms as well as online TV channels in seven major cities across China, including Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu.

Martell has launched a new round of campaigns in partnership with more than 500 retailors, restaurants, bars and KTVs nationwide, covering a variety of drinking occasions. By distributing customized publicity materials at these outlets, the brand is committed to precisely reaching more consumers and driving behavioral change towards drinking in moderation.

"We are thrilled to see that Martell once again leads by example in promoting responsible drinking. We hope to leverage Tony Leung Chiu-wai's positive public image and influence to further increase consumers' awareness of moderate drinking and encourage them to take real actions in different drinking occasions," said Jerome Cottin-Bizonne, managing director of Pernod Ricard China.

"Martell's successful implementation of this campaign will definitely motivate more of our brands to join forces, practicing responsible drinking in a creative and interactive way that is closer to consumers," he added.

Apart from importing wine and spirits into China, Pernod Ricard currently operates two manufacturing sites-a winery in the east foothills of Helan Mountain in Northwest China's Ningxia Hui autonomous region, and a whisky distillery in Southwest China's Sichuan province.

China's consumption of imported wines and spirits such as cognac and whisky has continuously expanded, fueled by a growing high-income group and increasingly sophisticated tastes, and global companies are investing more in the country to meet the growing demand, said Guo Xin, a marketing professor at Beijing Technology and Business University.