New Industry Ad Says its OK to Drink and Drive April 30, 2003
News Summary
A new television ad campaign launched by the American Beverage Licensees and the American Beverage Institute tells people it's okay to have a drink before driving home, the New York Times reported April 28.The campaign is in response to zero-tolerance campaigns against drinking and driving, and is intended to improve alcohol's image, industry officials said.
"These overly conservative messages tell responsible Americans that they're wrong in going out and having a glass of beer, a glass of wine, or a cocktail at dinner or at a sports venue, and driving home," said Paul Avery, president of the Outback Steakhouse chain and the American Beverage Institute. "We're just trying to protect ourselves."
While Avery said the industry is not opposed to the campaigns run by Mothers Against Drunk Driving and other advocacy groups that address drunken driving, it is against messages that target alcohol consumption itself, such as the "You Drink. You Drive. You Lose" and "None for the Road" campaigns.
The American Beverage Institute commercial shows adults clinking glasses in restaurants and bars. The voice-over says, "Here's to the millions of Americans who, every day of the week, enjoy an evening out with close friends and adult beverages." The ad ends with the "Drink Responsibly, Drive Responsibly" logo.
In addition to the television commercial, more than two dozen restaurant chains, including Applebee's, Buca di Beppo, Chevys Fresh Mex, Chili's, Hooters, and Outback Steakhouse, are displaying the "Drink Responsibly, Drive Responsibly" logo. Several liquor suppliers are also using the logo in their ads or on their websites.
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