Press Release

"We Don't Serve Teens" Campaign Urges Parents to Speak Up and Discourage Underage Drinking

Denver, CO —  In advance of the winter holiday season, Attorney General
John Suthers; and Lieutenant Colonel Richard Salas, Colorado State
Patrol; joined Ralph Black, President and CEO of The Century Council,
to launch a public awareness campaign to prevent underage drinking. The
Century Council is a national not-for-profit organization funded by the
nation's leading distillers and the new initiative, developed by The
Federal Trade Commission and The Century Council, called "We Don't
Serve Teens," is designed to inform adults that providing underage
youth with alcohol is unsafe, illegal, and irresponsible. The launch
took place at Applejack Wine and Spirits on Youngfield Street.

"We are unveiling our 'We Don't Serve Teens' campaign today to help
prevent underage purchases and consumption of alcohol not only during
the holiday season, but also throughout the year. The Century Council
has found that nearly one in five (17%) adults believe it is acceptable
for parents to provide alcohol to their teenagers in their own home. It
is our hope this campaign will encourage parents to start and continue
a dialogue with their teen about the dangers of underage drinking.
Turning a blind eye is as irresponsible as putting a drink in their
hands," said Blackman of The Century Council.

To determine parents' perspective on the issue of adults providing
alcohol to underage youth, The Century Council commissioned a survey of
1,000 adults. The results show that overwhelmingly, parents do not
believe it is acceptable for other adults to provide beverage alcohol
to underage youth. Ninety-six percent of adults said it is unacceptable
for another parent or other adult to provide alcohol to their teenager
without their permission. Further, all survey respondents said if they
learned another parent or adult provided alcohol to their teenager
without their permission, they would consider taking recourse against
the other parent, or their child.

The top actions adults would take include:

• Speaking with my child about the dangers and consequences of underage drinking (93%)
• Call that adult and express my objections, feelings and opinions (86%)
• Restrict my child's time at that family's house (80%)
• Limit my child's relationship with that family (76%)
• Notify other parents (74%)
• Punish my own child (69%)

Other actions adults report they would take if such an incident
occurred include calling the police (44%), reporting the incident to
the school (40%), and taking legal action, such as file charges, sue
them, etc. (34%).

"Study after study shows that youth are obtaining the alcohol they
drink from people they know," said Attorney General Suthers. "You may
find it surprising that data shows that kids cite their parents as the
leading influence over their decision to drink — or not to drink —
alcohol. What better time to talk to your kids than the holiday season,
when opportunities abound. When you talk, they really do listen."

"Among 12-20 year olds, more than 33 percent reported past month
alcohol consumption in Colorado," said Lieutenant Colonel Salas.
"Protecting the safety, particularly the safety of our city's most
precious resource — our young people — is a top priority for the
commission. Restaurants, wholesalers, retailers — all of us — need to
play a role in the fight against underage drinking, to lower, and
hopefully eliminate, underage drinking in Colorado."

Southern Wine and Spirits will distribute point of purchase
materials to 500 retail establishments in Denver as a reminder to
parents and other adults that providing alcohol to teens can mean
serious consequences and to encourage them to speak up about underage
drinking. Elements of the campaign include television and radio public
service announcement, print ad, lapel pins, cold case stickers,
register signs, and ceiling danglers.

The Century Council will distribute the public service announcement
to television stations that serve Denver, and has launched the campaign
in seven other markets nationwide so far. The campaign will continue to
be rolled out in cities across the country through 2007. For more
information on the campaign or to order materials visit www.dontserveteens.gov or www.centurycouncil.org.