LASALLE, Qc, Sept. 23, 2011 /CNW Telbec/ - La Brasserie Labatt is taking
advantage of today's second Global Be(er) Responsible Day to deliver a
responsible-consumption message, with special efforts aimed at young
people urging them to take the pledge against drinking and driving and
to drink moderately.
In addition to promoting responsible drinking among young Labatt
customers across Quebec, brewery employees will be meeting students on
the campuses of Université du Québec à Montréal, Université de Montréal
and Cégep André-Laurendeau, where classes are now back in session, to
raise their awareness of the dangers of excess alcohol consumption and
of driving while inebriated.
"The aim of this operation is to get a written pledge from young adults
not to mix alcohol and driving," said Jan Craps, Labatt's General
Manager, Sales, in Quebec. "For more than 20 years, Labatt has sought
to be a leader in the fight against drinking and driving and to be the
country's predominant voice for moderation, especially among young
adults. We are aware that we share responsibility for getting people to
change, and we are working hard to deliver a positive, non-moralistic
message to show that it is possible to plan the trip home and avoid
ruining celebrations with unfortunate events."
On this second annual Global Be(er) Responsible Day, teams of Labatt
employees will be promoting the popular new Take the Pledge campaign against drinking and driving, urging students to make an
immediate written pledge via Labatt's Facebook page. "We want to reach
the maximum number of young people for our message to be heard and to
work together to fight the scourge of drinking and driving," Mr. Craps
stated. "In recognition of each pledge, Labatt will give one dollar to
our partner Operation Red Nose and the True Patriot Love Foundation,
which assists Canadian military families." He noted that this
commitment by Labatt is part of its Better World program that aims, in addition to promoting responsible drinking, to
limit the impact of the brewery's activities on the environment and to
contribute to the well-being of society.
Advertising posters in major Canadian cities will guide young adults to
Labatt's responsible consumption site, at www.facebook.com/labattdrawtheline, where they can take a personal pledge not to drive after drinking.
About Labatt Breweries of Canada
With a proud Canadian heritage going back to 1847, Labatt employs more
than 3,000 people and operates six breweries that deliver over 60
quality brands to consumers. Labatt Blue (Bleue in Quebec), Kokanee,
Keith's, Budweiser and Bud Light are among the most popular products
brewed by the company nationally and regionally. Labatt has owned a
facility in LaSalle since 1956 and operates some 20 distribution
centres in Quebec.
As an integral part of AB InBev, the world's leading brewer, which
produces more than 200 fine beers in 130 countries, Labatt also makes
world-renowned beers like Stella Artois, Brahma and Beck's available to
customers across Canada.
For further information:
| Source: || || Information: |
| Jennifer Damiani |
La Brasserie Labatt du Canada
| || Sarah Boisjoli |
HKDP Communications and Public Affairs
Telephone: 514 395-0375, ext. 235
Cell: 514 974-5562