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 are embarking on an exciting initiative to speak directly and positively to consumers. Molson will not only be encouraging responsible drinking, we will be celebrating it. This is a new approach, and we believe 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. In addition to being 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, Molson has had formal responsible drinking programs in place since the late 80's:

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. Sure, we could tell people not to drink and drive, to plan ahead, to drink less heavily, these are all good messages. But they are all messages we've heard before. We wanted to find a refreshing way of speaking to 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 can recognize the good choices that take place every day. Shine a light on the positive effects that go along with them. And in the end, encourage more of them by engaging consumers and finding ways to reward them. We will be 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 – the decision to be the designated driver for instance. The retailer who chooses to check ID's and not sell to minors displays integrity. These are all choices consumers 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 believes in reaching out to the community to find ways to spread the responsible drinking message. In addition to the dozens of community level partnerships we have with groups ranging from law enforcement to charitable organizations, Molson has two national partnerships in place.

TAXIGUY

Since 1998, Molson has been in a unique position as the only brewer with a tangible tool to stop drinking and driving in Canada: 1-888-TAXIGUY

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.

Molson is Canada's brewer and we want to make sure that our efforts are as relevant as possible to the local areas we serve. It is important that the promotion 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: Molson prides itself on being part of the Canadian communities, and our responsible drinking program is no exception.