"Labatt was the first Canadian beer company to come out with a
responsible drinking message and we are extremely proud to continue
that trend 30 years later. Beer Responsible Day is a rally day for our
employees to get out in the community and show their commitment to
responsible drinking by working with community leaders, government and
customers ," said Charlie Angelakos, Vice President of Corporate
Affairs, Labatt Breweries of Canada.
A recent study conducted by Ipsos Reid† on the attitudes of Canadians 19
- 34 years of age towards driving and driving showed that 85% of
passengers agreed that if designated drivers got more credit for what
they do, more people would volunteer to be one. The survey looked at
attitudes of both the designated driver and passengers.
Other key findings from passengers include:
Over the past three years, 75% of respondents have been hosted by a
designated driver "all of the time" or "sometimes"
"Labatt is building on the desire of Canadians to end drinking and
driving. We are growing our appreciation for those who hold themselves
personally responsible by volunteering to be a designated driver.
People are motivated to do the right thing and, as the research shows,
recognition and appreciation from friends and family will only help to
motivate others to volunteer as a designated driver," said Angelakos.
About Better World
Through our commitment to be the Best Beer Company in a Better World,
Labatt is the beer industry leader in social responsibility
initiatives. Our Better World efforts focus on three pillars: promoting
responsible drinking; protecting the environment; and giving back to
the communities in which we live and work. Across Canada, we develop
and implement social responsibility programs and campaigns in
partnership with parents, government officials, community
organizations, retailers and others. From promoting responsible
drinking messages in arenas and venues through the Budweiser Good Sport
program, to achieving a recycling rate of 98% in our six breweries, to
volunteering in the community, Labatt and its employees are committed
to making a difference.
† 'Designated Driving: A New Generation Comes of Age' was conducted by Ipsos Reid between July 5 - 15, 2013 on behalf of
Labatt Breweries of Canada. For this survey, a sample of 1,318
Canadians (1,014 of whom have a valid driver's license) between the
ages of 18/19-34 (depending on legal drinking age within a particular
province) were interviewed online by Ipsos' Canadian online panel.
Weighting was then employed to balance demographics to ensure that the
sample's composition reflects that of the adult population according to
Census data and to provide results intended to approximate the sample
universe. The precision of Ipsos online surveys is measured using a
credibility interval. In this case, the survey is accurate to within
+/- 3.1 percentage points had all Canadians, ages 18/19-34, been
surveyed, and to within +/- 3.5 percentage points had all licensed
Canadians in this sample universe been surveyed. All sample surveys and
polls may be subject to other sources of error, including, but not
limited to coverage error, and measurement error.
A designated driver is defined as the person in a group who has been
designated as the one who will abstain from drinking alcohol so that
he/she can drive companions home safely.