Molson's Responsible Drinking Program
As part of Molson's commitment to actively engage in responsible and moderate drinking initiatives that truly make a difference in Canadian society, we have embarked on an exciting initiative to speak directly and positively to consumers. Molson not only encourages responsible drinking, we celebrate it. This is an innovative approach, and we are leading the way in our industry.
History of Molson's Responsible Drinking initiatives
Molson has a long and proud history of commitment to responsible drinking. The company is an active member of the Brewers' Association of Canada and L'Association des Brasseurs du Québec, which undertakes research, advertising and other initiatives to raise awareness. Since the late 1980s, Molson has had formal programs supporting responsible drinking in place.
- 1989: Responsible Drinking launched with tagline Take Care
- 1998: Formed partnership with TAXIGUY
- 1999: Launched new tagline Plan Ahead. Don't Drink and Drive
- 2003: Tagline refreshed to Don't Drink and Drive
- 2006: Formed partnership with Student Life Education Company
- 2007: Responsible Drinking program evolves.
Celebrating responsible choices
As Canada's brewer, we are the leaders that should step up and establish the new platform that takes people's thinking on responsible drinking to a new place. We have found a fresh way of speaking about the overall issue of responsible drinking.
What if we opt to focus our attention on good behaviour and the rewards that go with it?
We wish to recognize the good choices that take place every day. Shine a light on the positive effects that go along with making good choices. And in the end, encourage and engage consumers and finding ways to reward them for making good choices. We are the brewer that champions consumers and their responsible behaviour.
Let's look at what it takes to be a responsible drinker. Let's understand the pressures, alternatives, and times when doing what's right conflicts with doing what is convenient.
Responsible choices are as different and as individual as our consumers. Many factors affect how much alcohol, if any, one chooses to drink. At Molson, we believe beer can be part of a healthy, balanced lifestyle but we also recognize a person's individual choice. What is important to us is that our products are consumed in a responsible way by all those who enjoy them.
What does it take to make a responsible choice?
The courage to make the choice between being popular, and doing what's right. Enough character to decide not to go overboard at night, so one can enjoy the morning after.
Sometimes it takes sacrifice—for example, making the decision to be the designated driver. The retailer who chooses to check ID's and not sell to minors displays integrity. These are the types of choices people are faced with every day.
Let's celebrate them.
Responsible drinking is something that is on Molson's agenda 24 hours a day, 365 days a year. We constantly ensure that our activities and our actions promote responsible and moderate drinking.
Partnerships
Molson reaches out to the community to find ways to spread the responsible drinking message. We have dozens of community level partnerships with groups ranging from law enforcement to charitable organizations; Molson has two national partnerships in place, with TAXIGUY and Student Life Education Company.
TAXIGUY
Since 1998, Molson is the only brewer that has supported a tangible tool to stop drinking and driving in Canada: 1-888-TAXIGUY
- One easy-to-remember toll free number promoted in bars and restaurants
- Works in over 700 cities across Canada
- Automatically directs the caller to the nearest cab company
- Tangible tool to stop drinking and driving
Since its inception, TAXIGUY has helped over 2 million Canadians get home safely.
Student Life Education Company
Molson recognizes that college and university students are a key target audience for our responsible drinking message. In order to better reach this group in a meaningful way, Molson partners with the Student Life Education Company, to help us reach the 170 campuses in their network.
- Potential reach of 990,000 students across Canada
- Goal is to reach students at colleges and universities with a drink responsibly message
- Essential element is a strong on-campus presence
- Partnership is an important element to provide strong campus reach
Molson is Canada's brewer and we want to make sure that our efforts are as relevant as possible to the communities we serve. It is important that the message of responsible and moderate drinking be incorporated into all Molson activities, whether it is a local sales promotion or a major corporate initiative.
We want to localize our Responsible Drinking efforts wherever and whenever possible. This makes our efforts more relevant and helps to strengthen our relationships within our communities. Some examples of what we have done in the past include:
- Partnership with the R.I.D.E. program in Ontario
- Partnerships with student unions for events that raise awareness of the effects of alcohol
- Donations to local charities or organizations that promote responsible drinking
- Purchasing of Fatal Vision goggles (which simulate the effects of alcohol) for regional police forces
- Facilitation of holiday checkpoints to raise awareness of drinking and driving
- Participation in regional events with a safe drinking and driving message
Molson prides itself on supporting positive initiatives in Canadian communities, and our responsible drinking program is a prime example.
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