Public Good

The MLCC believes people have the right to enjoy beverage alcohol products, however, this enjoyment should never come at the expense of someone's health and well being. To promote the safe, healthy and responsible consumption of beverage alcohol, the MLCC has developed a number of initiatives and programs to promote this socially responsible message:

"Show Your Age" - This program began in 1999 and is in operation at all Liquor Marts, liquor and beer vendors, and licensed establishments throughout the province. This program reminds young adults that the law requires them to show age identification when purchasing alcohol.

"With Child - Without Alcohol" - This informational program was launched in March 2002. It encourages pregnant women not to consume alcohol during pregnancy. The MLCC worked with Healthy Child Manitoba, Health Canada, the Interagency on Fetal Alcohol Syndrome and Effects and the Addictions Foundation of Manitoba to develop and deliver this program. An information kit is available through FAS Information Manitoba at 1-866-877-0050.

"Be Undrunk" - This is the newest MLCC program intended to curb binge drinking among young adults. Through the use of posters and radio commercials depicting lifestyle scenarios, young adults are reminded of the consequences of over consumption of alcohol and encouraged to drink responsibly.

Partnerships

The MLCC also works with local groups and organizations in the development, promotion and distribution of information that promotes the responsible use of beverage alcohol.

• The Addictions Foundation of Manitoba
• Teens Against Drunk Driving
• Manitoba Public Insurance
• Manitoba Restaurant Association
• Manitoba Hotel Association,
• Manitoba Tourism Education Council
• Winnipeg Police Services
• Downtown Winnipeg BIZ Community Safety Committee
• Non-Potable Alcohol Abuse Coalition Committee

Sponsorships

As an active, responsible member of the community at large, the MLCC also provides sponsorship support to a number of charitable, sporting and cultural organizations throughout the province. Some of the events and organizations we are involved with include:

• United Way
• Folklorama
• The Manitoba Moose
• Festival du Voyageur
• Rural Forum
• The Winnipeg Goldeyes
• Fort Whyte Centre
• The Fringe Festival
• The Winnipeg Blue Bombers
• Special Olympics
• The Winnipeg Folk Festival
• Brandon Chamber Players
• Home Free New Year's Eve