Beer Store encouraging football fans to #FreezeTheKeys on Super Bowl Sunday

TORONTO, Jan. 30, 2014 /CNW/ - The Beer Store today announced the launch of its #FreezeTheKeys campaign to encourage sober driving and responsible party hosting. The effort comes in advance of Super Bowl Sunday and an anticipated spike in beer sales across the province.

The Beer Store, the OPP, Toronto Police and arrive alive DRIVE SOBER® are encouraging football fans to share tips on responsible party hosting.

The Beer Store kicked off the campaign at its new store in Toronto's Leaside neighbourhood.

"We want to equip hosts with the information they need to ensure their guests make it home safely after the party," said Beer Store president Ted Moroz. "Beer lovers should enjoy the football game this Sunday, but we encourage them to put their keys away if they are even thinking about consuming alcohol."

People participating in the #FreezeTheKeys campaign are eligible to win a Sony home theatre package, including a 50" television.

Drinking and driving accounts for roughly one quarter of all deaths on provincial roads and authorities warn that R.I.D.E. programs will be in full force.

"Members of the public driving on Ontario roads can expect to see a strong OPP presence on Sunday night and early Monday morning," said OPP Sgt. Dave Woodford. "If you drink and get behind the wheel, you should be prepared to face serious consequences."

The Beer Store said the campaign is another step in its ongoing effort to educate Ontario drivers on the dangers of drinking and driving. Anne Leonard, executive director of arrive alive DRIVE SOBER®, says that while public education is working, the message needs to be re-enforced, especially during major events, like the Super Bowl.

"Everybody knows that drinking and driving is dangerous and irresponsible, but the message is often strongest when it is reinforced by someone you know," said Leonard. "That's why it is important for hosts to talk to party guests about their plan to drive sober."

As a supplier of more than 420 brands of beer from 100 brewers from 22 countries, the Beer Store takes its social responsibility to Ontarians very seriously. Moroz says #FreezeTheKeys is part of a year-round commitment to the responsible sale and use of alcohol.

"We are very committed to keeping our communities safe," said Moroz. "We have strict policies and rigorous staff training to ID anyone under 25 and we use third-party mystery shoppers to test our compliance. As a sign of our success, our staff challenged more than 3.6 million customers last year for trying to buy beer while underage or under the influence of alcohol."

To stay up-to-date on beer info and weekly deals, like the Beer Store on Facebook, follow @mybeerstore on Twitter, download the latest issue of chill or visit

*PLEASE NOTE: This contest is open to residents of the province of Ontario who are over the age of 19 at the time of entry.

SOURCE: The Beer Store

For further information:

Jay Armitage
O. 416-645-8174
C. 416-275-6698

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