Printer Friendly

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."
COPYRIGHT 1992 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Modern Brewery Age
Date:Nov 16, 1992
Previous Article:Hop production up, but yields down.
Next Article:Extra Gold shakes up its packaging to attract consumers.

Related Articles
Alcoholic beverage coalition formed to fight drunk driving.
The hard truth.
FTC broadens investigation of big brewer ads.
Miller drops billboards in Portland, OR.
Georgia law to require keg registration.
Beer and spirits industries respond to two recent reports criticizing advertising standards.
Century Council launches underage drinking program.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters