John Gilbert and Pippa Clarkson of eskimosoup share five key insights from the research and development of an alcohol reduction initiative; the Low Ale Trail, they have developed with Hull Public Health. This podcast discusses positivity in social norms, timing and how as marketers they threw themselves into the challenge to learn about the many facets, they needed to consider to make this work. They also debate alcoholic vs alcohol-free beer and whether they can tell the difference!