Celebrate Victoria Day weekend with LCBO's "Deflate the Elephant" summer responsible entertaining tips

TORONTO, May 17 /CNW/ - With the Victoria Day long weekend (May 21-23) and warmer weather marking the "unofficial" start of summer, LCBO encourages Ontarians to plan ahead, travel safely and celebrate responsibly throughout the entire season.

For many of us, summer isn't complete without outdoor entertaining, barbeques, boating and having guests over to our backyards and cottages. Being a "host with the most" is more than throwing a great party, it's also about making sure everyone has a safe and enjoyable time. There are simple, effective ways to avoid alcohol-related issues and support responsible choices.

"We encourage everyone to have a safe summer season by drinking responsibly and to never drink and drive or boat," says LCBO President and CEO Bob Peter. "We can help hosts plan ahead and entertain safely by offering responsible hosting advice through our store staff and online tools."

"Deflate the Elephant", LCBO's social responsibility campaign, urges Ontarians to speak up to help prevent someone from drinking and driving. Visitors to the campaign's Facebook site (www.facebook.com/DeflatetheElephant) can learn how to make a delicious, alcohol-free Mocktail for Victoria Day celebrations in a short video featuring Cocktail Deeva Dee Brun. The website (www.deflatetheelephant.com) enables visitors to download responsible hosting tips, entertaining checklists and other Mocktail recipes. The website also features an interactive hosting challenge, the free iPhone "Speak Up!" app and information about the Facebook site.

During the summer season, LCBO retail staff will continue to be vigilant about preventing sales to minors and people who are intoxicated. Last year, they challenged approximately 3.6 million individuals for failing to produce valid ID, appearing intoxicated or attempting to purchase for a minor or an impaired individual. Service was refused to over 192,000 individuals, 82 per cent for reasons of age.

LCBO reminds customers to bring a reusable bag and take empty beverage alcohol containers (large and small glass bottles, PET plastic, Tetra Pak cartons, bag-in-box and cans) to The Beer Store for a full deposit refund.


For further information:


Chris Layton        
Media Relations Coordinator     
Tel: 416 864-6772; Cell: 416 587-3729   
E-mail: chris.layton@lcbo.com     
Stephanie Petroff
Senior Communications Consultant
Tel: 416 864-6792
E-mail : stephanie.petroff@lcbo.com


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