Chief Mark Saunders joined representatives from Canada’s brewers on September 18 to promote the use of designated drivers, reduce the incidence of drinking and driving and preventing under-age driving.
The Partners for Safer Communities initiative marked the first time the competitors came together to advance social goals.
“This is a classic example of how societies are going through a cultural change,” said Saunders. “Here we have the largest competing brewery agencies in Canada unified as one today because they understand the importance of preventing impaired driving and the loss of life.”
Sharon McKay, Labatt’s director of corporate affairs, said Canada Brewers appreciated Saunders taking time out of his busy schedule to join them in the safety initiative.
“Partnerships are key right across the country and we are thrilled to have the city’s Chief of Police participate in this worthy cause,” she said.
On September 18, the brewers set aside normal day-to-day market competition to work together and challenge their employees to participate in a “day in the trade” to promote safer communities through responsible drinking.
“Canada’s brewers have long taken the lead when it comes to encouraging moderation and responsible drinking and we have done it again with this new one-of-a-kind initiative,” said Beer Canada chairman John Sleeman. “Partners for Safer Communities is a powerful signal that although we are individual brewers in a fiercely competitive industry, there’s strength in putting our differences aside and taking action together to promote responsible drinking.”
Beer Canada is a national trade association that advocates on behalf of its 32 members to ensure Canadian brewers are able to operate in a healthy regulatory environment and that beer remains a celebrated part of Canada’s culture.