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10.2011

Massachusetts Beverage Business

archivedAtPressTime

BOSTON DOESN’T SERVE TEENS

The City of Boston, in part-nership with Patrón Spirits and with support from the Association of Independent Colleges and Universities in Massachusetts (AICUM), increased its support of the national “We Don’t Serve Teens” campaign during the fall back-to-school period. The initiative is sponsored by a coalition of public and private sector organizations including the Federal Trade Commission (FTC). The City of Boston’s support of this US House of Representatives and Senate-recognized program began in January and marks the first time that a municipality has utilized the “We Don’t Serve Teens” campaign for a citywide effort. The initiative was designed to remind people not to serve or provide alcohol to minors. Patrón Spirits, a national supporter of the program, is funding the cost of materials and advertis-ing for the Boston campaign. AICUM, which represents 6O independent and private colleges and universities in Massachusetts, is also rallying its members to communicate the campaign’s message to adult constitu-ents of its organizations. During the back-to-school period, more than 5O outdoor billboards in targeted Boston neighborhoods are carrying the message (in English and in Spanish) that: “The City of Boston reminds you: The legal drinking age is 21. Thanks for not providing alcohol to teens.” Similar print ads are also running in local Boston magazines and websites, and thousands of window decals and posters have been distributed to bars, restaurants and liquor retailers across the city. Clear Channel Outdoor is helping to fund the billboards, and Horizon Beverage Company is distributing campaign materials to retailers. For more information about preventing access to underage drinking, visit dontserveteens.gov.

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