Western Canada

British Columbia / Alberta
The Columbia Brewery, a wholly owned subsidiary of Labatt, is a major partner of the Canadian Avalanche Association (CAA) which educates outdoor enthusiasts on avalanche preparedness, safety and resources required to avoid accidents while pursuing recreational activities in the backcountry. Columbia Brewery, in partnership with the CAA, has established the Columbia Brewery Glacier Summit Awards where CAA members are recognized for their contributions and achievements. Visit the CAA’s Web site at www.avalanche.ca

Saskatchewan
In Saskatchewan, Labatt is a leader in Responsible Use (RU) programming. RU components have been developed as part of existing events such as the Saskatchewan Air Show where air force personnel become part of the Labatt Team to ensure all visitors have a “safe ride home”. Labatt has also partnered with the RCMP, Saskatchewan Safety Council, Saskatchewan Snowmobile Association, and the provincial Life Saving Society and Red Cross on snowmobile and water safety campaigns. The annual Labatt Safe Trails and WaterWise programs both include provincial public education components and safe snowmobiler and watercraft operator recognition awards.

Labatt Breweries Saskatchewan is a proud sponsor of SaskTourism's 'It's Good Business' Responsible Servers' program. This program trains servers across the province to serve beverages responsibly. Labatt is currently working with SaskTourism to provide similar training to community event co-ordinators and volunteers.

Manitoba
Each New Year’s Eve, thousands of young Winnipeg party-goers are transported safely home via a chartered fleet of Labatt Home Free transit buses. It’s one of the newest and most effective weapons in this community’s fight against drinking and driving. Best of all… it’s safe, it’s sober and it’s free!

Ontario

In Ontario, Labatt Breweries supports a series of Responsible Use initiatives - for the road, water and snow trails - under its "Know When To Draw The Line" banner.

The Labatt WaterWise Team - recognized as the Best Boating Safety Campaign in Canada in 1999 - travels across the province throughout summer providing water and boating safety demonstrations. Now in its fifth year, the Team is the only one of its kind in Ontario that carries responsible use and safe boating messages directly to boaters on the water, including: Don’t Drink and Boat; Always Wear a Personal Flotation Device (PFD); Get Properly Trained and Acquire a Pleasure Craft Operator’s Card; and Be An Environmentally Responsible Boater.

Other major sponsors of the Labatt WaterWise Team include the Canadian Power and Sail Squadrons, the Ontario Provincial Police, and the Ontario Community Council on Impaired Driving. Corporate sponsors include Bombardier Recreational Products, Shell Nautilus Marine Oil, Mustang Survival Corporation, Mercury Marine Ltd., the Canadian Hydrographic Service and Boat Guide Magazine.

For more information, please contact:
The Labatt WaterWise Team at (705) 835-3763

The Safe Trails Snowmobile Program, sponsored by Labatt and run by the Sled Smart Education Team at the Ontario Federation of Snowmobile Clubs (OFSC), promotes moderation and safety on the province’s snowmobile trails. The Labatt Safe Trails Club Award was initiated in Ontario in 1999, to recognize snowmobile clubs with the best responsible use programs.

For more information, please contact:
Ontario Federation of Snowmobile Clubs at (705) 739-7669

To further support its “Don’t Drink and Drive” message, Labatt partnered with selected Ontario transit commissions in 1998 to support an annual New Year’s Eve Free Ride campaign. Transit service around selected towns was free to all customers for the evening. The program was a success and still continues today with operational support provided by local police departments.

Québec

In Québec, Labatt has led the way for more than 15 years in various responsible use efforts and initiatives. Using the “À vous de tracer votre ligne de conduite” tagline (Know when to draw the line), specific campaigns have also targeted drinking and driving, drinking and boating, and drinking and snowmobiling. Education efforts in Québec’s larger cities have been complemented with regional efforts, where Labatt participates or sponsors locally initiated campaigns or programs.

For more information, please contact:
Jennifer Damiani at (514) 364-8086
or email jennifer.damiani@labatt.com

Atlantic

Labatt Atlantic has recognized the importance of providing responsible use messaging to young adults around campuses and at local establishments. In this spirit, Labatt Atlantic works closely with universities, students and establishments to spread the message of responsible alcohol use using materials that effectively complement Labatt’s “Speaker’s Corner” moderation message. Witty, peer-driven situations shown under the “Know When to Draw the Line” banner and posted in high traffic student areas are attracting the attention of young adults who realize there are negative consequences to binge drinking. Labatt Atlantic has also developed strong university partnerships by providing assistance in the development of local campus brochures as well as on-campus drive home safe programs so that our Atlantic youth “Know When to Draw the Line.”

“It’s Good Business” Responsible Beverage Service Program
The “It’s Good Business” Responsible Beverage Service Program has added a new dimension to Labatt’s relationships with local bars and restaurants. In partnership with the Tourism Association of Nova Scotia, Labatt is able to educate event coordinators and employees on ensuring guest safety, training staff to serve responsibly, and developing contingency plans. By proactively promoting this program, Labatt is helping to ensure event success in the communities across Nova Scotia.

Holiday Responsible Use Initiatives
The holidays are a time for celebration, and Labatt’s Drive Home Safe Programs are always the life of the party by helping people get home safely...and get home free! Combined with holiday messaging reminding people to drink responsibly, Labatt is a leading supporter of the fight against drinking and driving in every Atlantic Canadian province.

For more information, please contact:
Irene Lane at (902) 453-3803
or email Irene.lane@labatt.com