Polish firm in the dock for English course with vodka

A Polish vodka maker has been putting to the test the old adage that alcohol loosens the tongue, by offering customers a free English language course with each bottle. But what was an attempt to boost vodka sales has given Polmos Zielona Gora company with a headache. The government's Agency for Solving Alcohol Problems has accused the firm, of inducing young people to drink through questionable marketing practices.

Reports say that the Polmos Zielona Gora media blitz campaign of tying an English instruction DVD to every bottle of its flagship product luxusowa or luxury brand vodka was aimed at generating hefty profits. But the campaign didn't pass the test. It proved to be a poor icebreaker as the State Agency for the Prevention of Teenage Alcoholism threatened to take company to court because the law prohibits selling alcohol by making associations with culture, science or success in life. Polmos refused to comment.

"You know, I must say before saying anything, that our corporate policy is that I am not allowed to give you an interview, so I am sorry."

Earlier this week Polmos vowed to press ahead with its campaign regardless of possible legal consequences. But now Polmos has changed its marketing plans saying that the promotion is over. Magda Pietrusza from the State Agency for the Prevention of Teenage Alcoholism says that it is pretty hard to predict whether such an immediate campaign would jump-start a change of drinking habits amongst teenagers.

"I know that the educational CD ROMs with English lessons are not connected to the industry. Young in Poland mostly drink beer and maybe soft drinks and maybe alcohol pops, but I don t think they drink this kind of spirit."

But this English student is of a different opinion

Student 1:"It is a good idea of that company to make better profits. And I think that the company doesn't think about the impact the influence which it may have on young people in Poland."

Student 2: "I wouldn't buy but I realize that many young people would because they buy normally vodka and getting extra lessons can make them only more attracted to it."

Officials at the State agency for the prevention of teenage alcoholism say that they scored a victory in the fight against alcohol abuse amongst teenagers. Polmos on the other hand still refuse to comment on their short lived campaign that stirred more commotion than profits, but isn't that what product marketing is all about?