WHITE PLAINS, N.Y., Nov. 17 /PRNewswire/ -- Heineken USA, the official
beer sponsor of the City of Tampa's Festival Caliente, a cultural extravaganza
celebrating the vibrancy of Hispanic America, will again implement several
important responsible consumption initiatives during this year's event, slated
for Sunday, November 20, at Al Lopez Park, in an effort to create a safe and
responsible drinking environment.
To help ensure that only individuals of legal age can purchase alcohol
beverages at the Festival, Heineken will be using the services of
Intelli-Check(R), the acknowledged leader in document and identification
verification, to authenticate the validity of driver's licenses and
identification cards. Event-goers wishing to drink beer at the Festival will
all have their identification checked through Intelli-Check's(R) system. This
technology will allow ID checkers to verify each ID either through a swipe
check, similar to how one swipes a credit card at a store, or a plunge check,
similar to how one uses an ATM card. Once Intelli-Check(R) verifies the
individual is of legal age, the event-goer will be given a wristband,
signifying that vendors may sell beer to that individual.
Heineken is also encouraging event-goers to take advantage of its unique
responsible consumption program called SAFE CALL(TM). The program is designed
to provide consumers who may have had too much to drink, a toll-free and
easy-to-remember phone number to prevent them from driving while intoxicated.
As part of this effort, Heineken has partnered with 1-800-TAXICAB(TM), North
America's largest telephone-based taxi referral service. Consumers need only
ring this toll-free phone number from a local phone 24 hours a day to call for
a taxi to safely take them home. Their call is automatically patched through
to a taxi company in their local area, which will then dispatch a cab to their
"Heineken USA is a proud sponsor of Festival Caliente and its goal of
celebrating the richness of Latino culture in the United States," said Dan
Tearno, Vice President of Corporate Affairs, Heineken USA. "We want everyone
to have a great time at the Festival and by implementing SAFE CALL(TM) and
utilizing the Intelli-Check(R) machines, we will help ensure that Heineken
products are consumed responsibly by event-goers."
ABOUT HEINEKEN USA
Heineken USA Inc., the nation's largest beer importer, is a subsidiary of
Heineken N.V. (Netherlands), which is the world's third-largest brewer.
Brands imported into the U.S. include: Heineken Lager, the world's most
international beer brand, Amstel Light, the largest-selling imported light
beer brand, and Buckler non-alcoholic brew. Please visit
Los Angeles-based 1-800-TAXICAB(TM) is North America's taxicab network.
Passengers across North America can call the toll-free and easy-to-remember
numbers 1-800-TAXICAB to be immediately connected to a local taxi dispatcher.
Intelli-Check(R), Inc., the acknowledged leader in document verification
has developed a patented technology to verify the validity of all currently
encoded state and provincial driver licenses, state issued ID cards and
military IDs including those that comply with AAMVA/ANSI/International
Organization of Standardization standards. The technology is fully capable of
detecting fake, altered and tampered IDs, which can be used to prevent fines
and penalties to merchants who unknowingly sell age-restricted products such
as alcohol and tobacco to underage purchasers.
SOURCE Heineken USA Inc.