Labatt Promotes Responsible Use at Retail Outlets Across Canada

Third Annual Be(er) Responsible Day Focuses on Budweiser's We I.D. Program

TORONTO, Sept. 21, 2012 /CNW/ - As university and college students return to school, Labatt Breweries of Canada plans to remind bars, restaurants and retailers about the importance of effective legal drinking age identification. The initiative - which marks Labatt's third annual Be(er) Responsible Day - is part of Budweiser's We I.D. program. The program focuses on the importance of identification education and encourages a dialogue among Labatt employees, front line servers and retail outlet employees.

"Be(er) Responsible Day brings to life Labatt's commitment to responsible use and demonstrates our employees' personal desire to spread the moderation message," said Charlie Angelakos , Vice President, Corporate Affairs, Labatt. "With the Budweiser We I.D. program, Labatt is working alongside a number of local agencies to discuss underage drinking prevention and identify ways to better screen I.D.s. Retail outlets and licensees are an important partner in this initiative and we look forward to making positive change that will benefit our communities."

In addition to raising awareness of the We I.D. program, teams of employees will encourage passersby to take the pledge against drinking and driving on iPads. Canadians can also take the pledge at http://tinyurl.com/BudweiserTakeThePledge.

Be(er) Responsible Day and all of Labatt's responsible use programs are part of the dream by Labatt and its sister Anheuser Busch InBev companies to be the Best Beer Company in a Better World. Employees in more than 20 markets around the world will connect with customers and consumers to promote responsible enjoyment of AB InBev products and reinforce the company's commitment to moderation. In 2011, Labatt took the "don't drink and drive" message to campuses by encouraging students to Take the Pledge against drinking and driving in real-time to show their commitment to responsible use.

About Labatt Breweries of Canada
Since its founding in 1847, Labatt has become an internationally renowned brewer. Today, Labatt is a proud member of AB InBev, producing over 60 quality beers, employing 3,000 Canadians, and operating six breweries from coast to coast.

SOURCE Labatt Breweries of Canada