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Kingsbury launches designated driver plan during the holiday season and year-round.

Kingsbury launches designated driver plan during the holiday season and year-round

Tavern owners, restaurants and wholesalers are reminding their customers that drinking and driving don't mix through a specially-developed designated driver plan sponsored by G. Heileman Brewing Co.'s Kingsbury.

Through the use of point-of-purchase reminders placed throughout establishments, tavern and restaurant owners are reinforcing the use of the designated driver at the source during the holidays and continuing year-round.

The promotion involves over 130 wholesalers in 20 key markets, including Boston; New Haven, CT; Cleveland; Louisville, KY; LaCrosse; Milwaukee; Minneapolis/ St. Paul; Los Angeles; San Diego; Philadelphia; Baltimore; Washington, D.C.; Chicago; Seattle; Portland, OR; and Phoenix.

Developed as part of the National Highway Traffic and Safety Administration's "Friends don't let friends drive drunk" campaign, the designated driver program was emphasized by the U.S. Dept. of Transportation during a the week beginning December 9.

According to Garrett Plepel, Kingsbury's group marketing manager, "No one wants a tragedy to occur at this special time of year. The holidays create a significant increase in social gatherings and parties. While we encourage responsible drinking all year round, this special effort is geared for this special time of year."

The Kingsbury designated driver kit contains wall posters, key chains, napkins, table tents, buttons and door decals.

"Several taverns and restaurants involved in the program have designed promotions of their own which extend the program beyond awareness," Plepel explained. "It's a program everyone should - and is - taking seriously."

PHOTO : HOLIDAY SAFETY is being promoted by G. Heileman's Kingsbury non-alcoholic brew through the brand's new holiday Designated Driver program.
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Publication:Modern Brewery Age
Date:Dec 17, 1990
Words:265
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