Press Release

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

Boise, ID —  In advance of the winter holiday season, Attorney General
Lawrence Wasden; Dyke Nally, Superintendent, Idaho State Liquor
Dispensary; Jim Tibbs, Drug Czar, Office of the Governor, Sgt. Gregory
Harris, Bureau of Alcohol Beverage Control, Chief Mike Masterson and
Jermaine Galloway, Boise Police Department; and Jim Felton, Manager,
State Liquor Store #103; joined Ralph Blackman, President and CEO of
The Century Council, a national not-for-profit organization funded by
the nation's leading distillers, to launch a public awareness campaign
to prevent underage drinking. 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
State Liquor Store #103 on Overland Road.

"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 Ralph 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%).

"Studies consistently show that youth obtain the alcohol they drink
from people they know," Attorney General Wasden said. "The research
also shows that kids cite their parents as the leading influence over
their decision to drink — or not to drink — alcohol. When you talk,
they really do listen. During the holiday season, many families are
able to spend more time together than they can at other times of the
year. It's a great time to talk to your kids about the safety and legal
consequences of underage drinking."

"Among 12-20 year olds, more than 27 percent reported past month
alcohol consumption in Idaho," said Superintendent Nally. "Protecting
the safety, particularly the safety of our State's most precious
resource — our young people — is a top priority for the State Liquor
Dispensary. 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 Idaho."

"Underage drinking is illegal in the state of Idaho, and we are
working hard to ensure that teens do not have access to alcohol. But we
can't do it alone," said Chief Masterson. We encourage parents to be
good role models, let your teen know you disapprove of underage
drinking, and supervise their activities. Parents, retail
establishments, community groups — we all have a role to play in the
fight against underage drinking."

"I am on the front lines of the battle against underage drinking
every day in my role at State Liquor Store #103. The Century Council's
'We Don't Serve Teens' campaign is just one of the many examples of how
we can work to prevent underage drinking and purchasing of alcohol here
in Idaho," said Store Manager Felton. "I am proud to wear my lapel pin
and we have posted the 'We Don't Serve Teens' materials throughout the
store to display how committed we are to fighting underage drinking and
keeping Boise's teens safe."

The Idaho Alcoholic Beverage Control will distribute point of
purchase materials to160 retail establishments in Ada County 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 Boise, and has launched the campaign
in five 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.