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Century Council targets underage buys.

The Century Council recently announced the latest phase of its "Front Lines" campaign, which focuses on helping retailers prevent underage purchases.

The campaign is an expansion of the "Here's Looking at You, Kid" program launched in November, 1991. The "Kid II" program provides posters, buttons, and cold case stickers free-of-charge to grocery, liquor and convenience stores where alcohol beverages are sold.

The new program was developed based upon findings in a recent independent survey of retailers who found the materials "very" or "somewhat" effective in deterring the sale of alcohol to minors.

"The overwhelming success of our inaugural 'Front Lines' program--which distributed more than 1.5 million items to over 100,000 retailers nationwide--tells the Council that we are filling a great need by helping those on the 'front lines' with the customer find effective ways to prevent illegal underage purchases of licensed beverages," said Roy Stevens, executive vice president of industry relations for the Council. "This new phase, created with those in mind, provides attractive materials that deliver a potent message--if you're too young to buy, don't even try."
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Publication:Modern Brewery Age
Date:Nov 16, 1992
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