Major Brands has created a social responsibility program aimed at getting Missourians home safely. Safe Home After Every Occasion™ encourages all of us to plan ahead and secure a safe ride home before consuming alcoholic beverages.
Safe Home is a 365 day a year program designed to make planning a safe ride home before a night out a habit. The program’s mission is to take the next step in responsible consumption efforts and to ensure that no one goes out to socialize without a plan for a safe ride home. With ride services and apps like Lyft and Uber, getting a ride has never been easier.
Major Brands will offer reminders of the importance of planning your ride home throughout the year with Safe Home Squad special events in Missouri bars and restaurants and free ride homes on Thanksgiving and New Year’s Eves.
“The Safe Home program is about planning ahead to make it home safely and making that practice a habit,” Sue McCollum, Major Brands CEO, said. At Major Brands, we have long held that we build our business by building the communities we serve. The first step in that process is encouraging all in our community to get home safe after a night out. In our business, promoting responsible consumption is the most important thing we can do.”
To date, Major Brands has helped more than 65,000 Missourians get home safely. The Safe Home program was recognized nationally in 2012 when Major Brands received one of the industry’s highest honors for its for social responsibility efforts.
Safe Home is made possible through the support of Major Brands’ supplier partners.
Social Responsibility Starts at Home
Major Brands is deeply committed to improving the quality of life in the communities we serve. As a leading distributor of alcoholic beverages, and third generation family business operating in Missouri for 80 years, we have a personal stake in promoting temperance and social responsibility where we work and live. That’s why we are taking action to protect our children, families, friends and neighbors from the negative consequences of underage drinking.
Major Brands has taken a leadership role in promoting the “We Don’t Serve Teens” campaign throughout Missouri. This campaign is part of a nationwide effort aimed at reducing teens’ access to alcohol and educating social sources not to provide alcohol to teens. The campaign was started by the Federal Trade Commission, the nation’s consumer protection agency, and has been strongly supported by industry organizations including the Wine & Spirits Wholesalers of America (WSWA), the Distilled Spirits Council of the United States (DISCUS), the American Beverage Licensees (ABL), as well as numerous adult beverage suppliers, wholesalers, retailers and others.
How can you join Major Brands in helping stop underage drinking?
Most underage teens never have to buy alcohol: they get it free from friends and family members. As part of our commitment to stopping underage drinking, we have asked every Major Brands employee to take the Major Brands Family Pledge to not serve teens alcohol. You can download the Major Brands Family Pledge here [PDF]. Share it with your family and friends, or use it as a guide to create your own pledge for distribution in your children’s schools, your place of worship or your community.
Get the Facts on Teens and Alcohol
- Teens don’t just drink. They drink to excess. More than 7 percent of 8th graders, 16 percent of sophomores, and about 23 percent of seniors report recent binge drinking (5+ drinks on the same occasion). New research shows that one in 10 high school seniors have engaged in extreme binge drinking (10+ drinks in a row).
- Underage drinking is linked to injury and risky behavior.
According to the Surgeon General, about 5,000 teens and young adults under the age of 21 die every year as a result of underage drinking – from car crashes, homicides, and suicides.
- Brain Development and Alcohol Abuse
The human brain continues to develop into a person’s early twenties, and exposure of the developing brain to alcohol during adolescence may have long-lasting effects on intellectual capabilities. The age when drinking starts also influences the likelihood of future drinking problems.
- Drinking and Driving
Young people are more susceptible to alcohol-induced impairment of their driving skills. Car crashes are the leading cause of death among people ages 15 to 20.
Alcohol use interacts with conditions like depression and stress, and contributes to an estimated 300 teen suicides a year. High school students who binge drink are four times as likely to have attempted suicide, compared to nondrinkers.
- Sexual Behavior
Higher drinking levels increase the likelihood of sexual activity. Adolescents who drink also are more likely to engage in risky sexual activities.
- Other Risks
Teens who drink alcohol are more likely than nondrinkers to smoke marijuana, use inhalants, or carry a weapon. Binge drinking substantially increases the likelihood of these activities.
- Academic Performance
Regular use of alcohol and binge drinking are related to poor academic performance.
Tweet All About It!
Join the “We Don’t Serve Teens” campaign by liking us on Facebook, tweeting your tips for stopping underage drinking, or following and retweeting ours on Twitter @MajorBrandsMO #wedontserveteens. Support Missouri Retailers Who Don’t Serve Teens. Major Brands is working with our statewide network of more than 9,000 retail customers to raise public awareness about the risks of underage drinking and providing alcohol to teens. Look for our red and black “We Don’t Serve Teens” posters in participating Missouri grocery stores, convenience stores, restaurants, and socially responsible retail establishments near you, and give them your business.
If you are a supplier or wholesaler, please encourage your accounts to support this effort.
For more information go to www.dontserveteens.gov.