MADD to Sell Line of Branded Nonalcohol Drinks

MADD to Sell Line of Branded Nonalcohol Drinks
September 24, 2009

News Summary

Mothers Against Drunk Driving (MADD) is getting into the beverage business, inking a deal to sell a new line of nonalcoholic MADD Virgin Drinks.

The Associated Press reported Sept. 19 that the licensing deal puts the MADD name on a line of nonalcoholic beers and wines as well as virgin mojitos, margaritas, and pina coladas.

A portion of the profits will benefit MADD's work to prevent drunk driving. MADD president Laura Dean-Mooney said the products also support the group's mission by providing "the great taste needed to make guests feel like they are part of the party -- but without the alcohol."

MADD Canada has a similar deal already in place. "What's important to us is that a designated driver should be sober -- not just the least drunk," said MADD CEO Chuck Hurley. "So a virgin cocktail perhaps would be a little more festive than just a club soda and lime and allow the person to participate in the festivities but be the sober driver to get people home."

COMMENTS ON THIS ARTICLE:

Posted by rc on 24 Sep 09 09:46 AM EDT

So, what MADD is saying is a person has to have a drink in their hand to "feel " part of the party? Give me a break! It's about them needing money to carry out their agenda. I know they do some good work at times, but I also think they get way off base at times, too.

Posted by Holly on 24 Sep 09 10:11 AM EDT

As a person who has chosen to stay sober, I think this is a great idea! Just because I don't drink, doesn't mean that I don't like to socialize. Having non alcoholic "virgin" drinks available at parties will send the message that someone can have fun at a party without alcohol.

Posted by Al on 24 Sep 09 11:07 AM EDT

This is just the kind of thing MADD would get mad about if an alcoholic beverage company started selling virgin drinks. I can hear it now, "Oh, that's just going to make kids think you should be drinking something all the time." Or better, "Oh, kids will end up drinking an alcoholic beverage because they mistook it for a non-alcoholic beverage." Please. Can you say hypocrisy.

Posted by Joshua on 24 Sep 09 11:12 AM EDT

@Holly, no, this just reinforces the idea that if you don't have a drink, you are not part of the party. it accomplishes exactly the opposite of what MADD has been about.

Posted by Brian on 24 Sep 09 11:25 AM EDT

Wow. That's tacky. I feel embarrassed for anyone who actually buys the things thinking they are making some kind of statement other than that they are hopelessly out of touch. Wanna support something? You don't need to buy logo-emblazoned gimmickry. Donate, or better yet, volunteer. Me, I'll stick to my ADA-approved Tartar Control Mountain Dew. That way everyone knows how responsible I am. Dorks.

Posted by ken dail on 24 Sep 09 11:56 AM EDT

Wow. I am not sure how MADD sees this as being consistent with their mission to reduce underage drinking... Not thought out very well.

Posted by Diane on 24 Sep 09 01:05 PM EDT

I agree with all of the other people who have written so far... This is definitely inconsistent with MADD's mission to promote drinking and the appearance of drinking. Maybe they should have wine tasting parties to raise money instead. It would be more honest.

Posted by Rachel on 24 Sep 09 02:09 PM EDT

As someone who has quit drinking because of alcoholism, I am very happy about this. I still love the taste of beer & wine, but I don't want to be drunk. I frequently drink NA beer when I go to a bar or just hang out for a "beer" with friends. I think it encourages people that they can have a beer too and not get drunk. The options out there right now are pretty limited, though. O'Douls Amber is about all I'll drink. Especially when you first quit drinking, NA drinks that taste like the alcoholic versions are a good transition. Or if someone just wants to be the sober driver for the night but otherwise still drinks, they can feel like they're participating in the drinking but not getting drunk.

Posted by Rose on 24 Sep 09 07:12 PM EDT

What's next? Alcohol sponsorship? Really MADD? So let's send another message to our youth that they can practice drinking with "virgin" drinks. What happened to just promoting non-alcoholic drinks already available, now you need your own line? Hmmm....

Posted by maxwood on 24 Sep 09 08:35 PM EDT

The following suggestion is meant to add a way MADD can take issue with the binge-drinking phenomenon and the glorification of overdose. 1. Market beverages (such as they already are preparing) in a resealable 4-ounce aluminum can shaped like a pack of cigarettes. It would in fact fit in the same pocket where the cigarettes used to be. 2. Strong herbal flavors (hops etc.) would replace the usual obsession with the beverage being cold and 12 ounces to be consumed hurriedly after opening, etc., rather one would reach in the pocket for this "canpak" and have a thoughtful sip now and then.

Posted by Luanne on 25 Sep 09 12:04 PM EDT

This really concerns me. In the prevention field we want people to feel comfortable in their choice to not drink alcohol. Substituting a look-alike product just reinforces the idea that you have to have alcohol in your hand at a social event, bar, restarurant, etc. If the alcohol beverage industry did this, MADD would be one of the first groups to be upset about the mixed messages this sends to our youth.

Posted by Doug on 28 Sep 09 11:54 AM EDT

MADD would be a lot more effective if it would support laws making the ATTEMPTED PURCHASE of alcoholic beverages by minors to be unlawful, with a portion of the fine revenue ($50) going to the clerk or server who prevented the sale and initiated prosecution of the minor. A $50 incentive to the clerks & servers would ensure that an ID check would be made prior to every sale, and this would generate a lot of revenue without the need for 'sting' operations trying to entrap store clerks and bartenders just trying to make a living.

Posted by mike on 28 Sep 09 12:07 PM EDT

Most people drink alcohol to change they way they feel. They need to numb or enhance their ability to deal with people better in a social setting or alone in place they don't like being alone. They need help to find a way NOT to drink alcohol and if either of these people types will drink this produst, your sadly mistaken. The buzz is the reason to drink and this will only alienate them or make them want to catch up on the buzz as they are driving away from the stressful event. Abstinence is a choice and not just something you hide behind at the party. You are showing others that you can drink what looks like a real drink and then drive. What's the underlying message?

Posted by RIDLPrez on 28 Sep 09 01:00 PM EDT

There's already a slew of non-alcoholic drinks on the market. There is one reason and one reason only for MADD getting involved in this and that's MONEY! That's ALL they care about. Gotta keep paying those six-figure salaries!

Posted by Helene on 28 Sep 09 01:54 PM EDT

I think MADD is making a big mistake in doing this. The message being sent is you can't have fun without a drink in your hand. Members of Narcotics Anonymous would consider drinking an O'Douls a relapse because it contains a small amount of alcohol and triggers or wakes up your disease. Bad idea.

Posted by Stephan on 28 Sep 09 01:54 PM EDT

How is this different from candy cigarettes? Big mistake, MADD.

Posted by Lizzie on 29 Sep 09 07:40 AM EDT

Glamorizing alcoholic drinks by offering "fakes" is a terrible idea. As a recovering alcoholic, the last thing I want to do is drink "near beer" or virgin mojitos in order to feel a "part of". I've been sober for 26 years and one of the first things I was taught was to avoid slippery people, places and things. Drinking fake alocoholic drinks will lead me back to alcohol. We need to teach our kids that it's okay not to drink at all.

Posted by M2 on 08 Oct 09 03:14 PM EDT

"Fake" drinks are the equivalent of candy cigarettes and bubble gum cigars: they make the whole notion of drinking "cool," and just reinforces the culture. Who can tell the difference between plain club soda and vodka and tonic? Virgin cocktails have been around forever SHAME ON MADD!!!

Posted by Greg Puckett on 10 Oct 09 10:36 AM EDT

In rural West Virginia there is the old, "my daddy did it" attitude and having non alcoholic drinks just to 'fit in' still endorses the beer mentality to some degree! I feel that its a mistake and one that, as an Enforcing Underage Drinking Laws grantee, I do NOT endorse! We'll keep doing 3D month and Tie One On For Safety campaigns, but I think MADD is off on this one.

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