Anheuser-Busch did not solicit or pay for any advertising or endorsement in this Trade Secret.
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Drinks
on the House
Get
The Word Out
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According to a recent Gallop survey, 64% of Americans have used a Designated Driver Program (DDP). I believe the number would be significantly higher if operators actively encouraged consumers to participate.
It is the ultimate win/win situation. You have liability issues. Consumers have safety issues. Implement a program designed by Anheuser-Busch that offers free O'Doul's and other non-alcoholic beverages, plus amenities that may include free hors d'oeuvres, coupons for return visits and free merchandise. You can't lose.
In addition to the DDP, Anheuser-Busch offers professional speakers who address the issues of under-age drinking and drunk driving. Their Training for Intervention by Servers (TIPS) program is also available from your local wholesaler.
Here's The Easy Part:
Visit Anheuser-Busch's Consumer Awareness and Education web site beeresponsible.com and click on the "In Your State" button at the top of the page. You'll find descriptions of the programs sponsored by the A-B Wholesalers in your state.
Contact your local wholesaler for details on the program available in your area, marketing collateral, schedules for upcoming TIPS training programs, and any other assistance they can provide you. The owner of a sports bar in Redding, California requires that all new bartenders and servers take the TIPS course. He has also become a certified TIPS trainer. (You can find out about the TIPS Trainer program by visiting their web site at gettips.com.
Local law enforcement agencies are more than willing to address your staff on the issues of responsible drinking and how to identify possible problems before they are fatal. From what I've heard, these presentations are real eye openers.
Here's The Not-So-Easy Part:
For Trade Secrets Members, we've written some sample messages to help you get the word out about your DDP, including a press release, an announcement of the program to employees and customers, and an invitation to a TIPS program. We've also written copy to use as an announcement in your employee newsletter or in a newspaper ad.