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As a leader in the Canadian beer industry, Labatt's vision is to be our country's preeminent voice of moderation. We're proud of our brands, and we're equally proud of taking a leadership role in promoting their safe enjoyment.
For more than two decades, we've led our industry in the area of responsible use. Labatt was the first Canadian brewery to launch a moderation program and the first to introduce a "near-zero" alcohol beer. We were the first to partner with law enforcement agencies, student groups and national TV networks to spread the moderation message, and the first to enlist major sports and entertainment figures in the fight against alcohol abuse. Our Know When to Draw the Line responsible use campaign is one of the longest running and most widely recognized in the country.
We're committed to working independently and in partnership with the Brewers of Canada, a national association of the brewing industry, to raise public awareness of the issues surrounding responsible drinking. Through public education programs, advertising campaigns and support materials, we're collaborating with our industry to combat risks ranging from fetal alcohol syndrome to drinking and driving. For more information on the responsible drinking initiatives of Brewers of Canada, please visit www.brewers.ca.
The fight against drinking and driving
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The issue of drinking and driving, and the safety of those most at risk – young adults – is one of our major areas of concern. Today, Labatt is a leader in the fight against drinking and driving. |
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We take a hands-on approach to promoting consumer safety. Just a couple of examples are our campus educational programs and our partnerships with major urban transportation systems to get people home safely with "ride free on New Year's" programs – another Labatt first.
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We're proud of the fact that, partly due to our efforts, the incidence of driving while impaired in Canada has fallen markedly over the past two decades. |
Know When to Draw the Line
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We promote the safety of young Canadians with positive, relevant messaging that includes award-winning commercials, point-of-sale reminders from posters to coasters, and national print campaigns. |
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Our long-running and popular Know When to Draw the Line message, or Ŕ vous de tracer votre ligne de conduite in Quebec, has become a synonym for the responsible enjoyment of alcohol from coast to coast.
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Across the country, our national initiatives and themes are complemented by local partnerships and programs that bring our Know When to Draw the Line message home. |
Make a Plan
Building on its two decades of industry leadership in the area of responsible use, Labatt has developed a program that helps people address the changing circumstances that can unintentionally lead to drinking and driving. Using extensive consumer research and consultation with stakeholders such as law enforcement, government agencies, and college and university students, Labatt launched Make a Plan, an innovative new campaign that takes a positive, upbeat approach to encourage responsible drinking by providing tips and ideas infused with pragmatism and humour.
Make a Plan, which fulfills the need to revitalize messages about responsible use, particularly for young adults, offers options and tips in three main categories: getting home safely, being a good host, and appointing a designated driver. The tips are illustrated on Make a Plan’s website with original and whimsical artwork created by Canadian college and university students in a virtual TipArt Gallery.
To see planning tips and multiple options designed to plan for every situation, as well as some urban truths and rural wisdoms, click here to visit the program’s dedicated website www.makeaplan.ca |
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