Labatt Takes Moderation Message to Campuses

Second Annual Be(er) Responsible Day Asks Students to Take the Pledge Against Drinking and Driving

TORONTO, Sept. 23, 2011 /CNW/ - Today, Labatt will ask post-secondary students to Take the Pledge against drinking and driving as part of the company's Be(er) Responsible Day. With the back-to-school season in full swing, the Take the Pledge campaign reinforces Labatt's responsible use message with young adults as they return to universities and colleges across the country.

Teams of employees will visit university and college campuses to encourage students of legal drinking age to Take the Pledge in real time via iPads at Facebook.com/labattdrawtheline.

"With Labatt's Take the Pledge campaign we are helping set the tone for responsible drinking on campuses right at the beginning of the school year," said Charlie Angelakos, Vice President, Corporate Affairs, Labatt.  "We've already enlisted the support of a number of leading politicians, athletes and other well-know Canadians to Take the Pledge. Getting students to make that same commitment engages this important community of young adults."

Pledges can also be made on Facebook.com/labattdrawtheline. For each pledge made, Labatt will donate $1 to the True Patriot Love Foundation, in support of Canadian Military Families.

Be(er) Responsible Day and all Labatt's responsible use programs are part of the dream by Labatt and its sister Anheuser Busch InBev companies to be the Best Beer Company in a Better World.  Employees in more than 20 markets around the world will connect with customers and consumers to promote responsible enjoyment of AB InBev products and reinforce the company's commitment to moderation.  In 2010, Labatt took the "don't drink and drive" message to the streets by visiting thousands of customers across the country and spreading the word.

A History of Responsible Use Leadership
Global Be(er) Responsible Day is another pioneering initiative in Labatt's ongoing commitment to promoting responsible drinking.  For more than two decades, Labatt has taken a leadership role in building awareness among Canadians through its various campaigns and has engaged Canadians to help spread the word on responsible drinking.

For more information, visit www.labatt.com

About Labatt Breweries of Canada
Since its founding in 1847, Labatt has become an internationally renowned brewer. Today, Labatt is a proud member of AB InBev, producing over 60 quality beers, employing 3,000 Canadians, and operating six breweries from coast to coast.

SOURCE Labatt Breweries of Canada

For further information:

Alicia Storey
alicia.storey@edelman.com
416-849-8935

Briar Wells
briar.wells@labatt.com
416-361-5247


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