Holiday Responsible Consumption Community Safety Program
WHITE PLAINS, N.Y., Dec. 2, 2005 -- Heineken USA, the nation's largest beer importer, has teamed up with the Jefferson City Police Department and Fechtel Beverage, one of its local distributors, to support the 21st annual "Sober Driver" community safety program, which provides free taxi rides home to adults after consumption of alcohol beverages. The 21st annual "Sober Driver" was kicked-off with a press conference on December 1st in the Wal-Mart parking lot on Missouri Boulevard in Jefferson City, MO. Heineken USA and Fechtel Beverage's grants of $5,000 each to the "Sober Driver" program will help extend this drinking and driving prevention program from a holiday party to a year-round effort.
"Heineken USA is committed to working with government authorities and our distributors to support and develop programs that promote responsible consumption of beverage alcohol," said Dan Tearno, Vice President, Corporate Affairs, Heineken USA. "Heineken distributors continually demonstrate tremendous creativity and innovation in their businesses with such programs and, as a result, have made a positive impact and reduced the number of accidents and injuries related to alcohol. The Co-op initiative is designed to expand partnerships in the community by creating new effective strategies and programs that positively address drinking-related issues."
Through Heineken USA's Distributor Co-op Program, Heineken matches grants to its distributors for community-oriented projects that encourage responsible consumption of alcoholic beverages. The matching grants, up to $5,000 each, are available to the more than 450 local distributors of Heineken products across the country.
As part of the kick-off event, Jefferson City law enforcement officials provided event attendees and local media with information about the dangers of drinking and driving, injury prevention strategies, and statistics concerning this valuable community safety program. The goal of the "Sober Driver" Program is to:
* Offer impaired motor vehicle operators an alternative means of getting
home safely by removing them from the roadway.
* Offer passengers, who would have to ride with the impaired driver, an
alternative means to getting home safely.
"I'm pleased to say that the present program will continue throughout the year thanks to generous community and major contributions from Heineken USA and Fechtel Beverage," said Sergeant Dean of the Jefferson City Police Department. "In past years, the program was only designed for the 'Holiday Season.' Almost three years ago, the 'Sober Driver' Program took on the challenge to operate the entire year, depending on contributions and community support. Since that time, the program has provided more than 3,500 rides. Through additional community support and generous donations, this program can continue to operate year-round."
The "Sober Driver" program is designed to help ensure local residents make responsible choices with respect to their transportation after they have consumed alcohol beverages. The free rides provided are offered in association with Checker Cab by calling (573) 636-7102. Individuals having private parties can also use this program by requesting advance tickets from Fechtel Beverage (573-636-5161) or Sergeant Dean at the Jefferson City Police Department (573-636-6398).
In 2003, the first full year of operation of the "Sober Driver program," DWIs were reduced in Jefferson City by 28% and there was a reduction of traffic accidents by 14%. In 2004, there was a 2% reduction in DWIs over the 2003 numbers.
"We are excited about this project and appreciate the cooperation of Heineken USA and of course, the Jefferson City Police Department and our local community, in making this program possible," said Bernie Fechtel, President of Fechtel Beverage & Sales Inc. "Our shared expectation is that this program will continue to have a positive impact on Jefferson City citizens."
All donations should be sent to: Sergeant Mike Dean Jefferson City Police Department 401 Monroe Street Jefferson City, MO 65101 About Heineken USA
Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Heineken USA and its 470 distributors across the country are firmly committed to promoting responsible consumption of beverage alcohol. Among other distinctions, Heineken was the first brewer in the world to place a responsibility message on all of its bottles and cans. Heineken was also the first alcohol company to place a responsibility message on all of its television, radio and print advertising. Please visit http://www.enjoyheinekenresponsibly.com/.
