Statement By The Century Council in Response to Recent Poll on Underage Drinking Among Our Nation's Youth

9/19/2002

From: Leslie Mills of The Century Council, 202-637-0077

WASHINGTON, Sept. 19 -- The Century Council shares the concerns noted today in a nationwide poll of opinion leaders, released by the Leadership To Keep Children Alcohol Free, revealing that underage drinking continues to be a problem, particularly among nine- to fifteen-year-olds. Having participated in the fight against underage drinking for over ten years, The Century Council, a national not-for-profit organization funded by America's leading distillers, is encouraged that other national organizations are also engaged in the effort to keep alcohol out of the hands of our nation's youth.

Since its inception, The Century Council has been an aggressive combatant in the battle against underage drinking. The distilled spirits companies that fund The Council have invested over 120 million dollars in educational programs designed to provide all facets of our society with the tools required to fight against the consequences of underage drinking. Results from a recent survey commissioned by The Council showed that a majority of youth between the ages of thirteen and twenty obtain alcohol from their parents or their friends' parents. Additional Century Council research unfortunately revealed an urgent need for parents to effectively communicate with their kids about the dangers of underage drinking. Recognizing that the discussion about underage drinking needs to start as early as the middle school level, The Council developed Ready or Not(r): Talking with Kids About Alcohol in partnership with the Boys and Girls Clubs of America. Ready or Not(r) is a video-based program that provides parents and caregivers fundamental advice on how to discuss the issue of alcohol with children.

For high school students, The Council supports the nationwide speaking tour of Brandon Silveria, a young man who shares his life-saving message about the dangers of underage drinking and drunk driving. Brandon and his father, Tony, have reached over 1 million students with their tour and video-based Brandon Tells His Story program, which describes how Brandon had a few drinks at a high-school party, decided to drive home, and wrapped his car around a tree. Despite permanent speech and walking disabilities, Brandon delivers a compelling message about the dire need for students to make responsible decisions about alcohol-which is not to drink if they are under the age of 21.

Recognizing that every sector of the community must participate in efforts to fight underage drinking and drunk driving, The Council created the Cops in Shops(r) program. Cops in Shops(r) was designed to deter youth under 21 from attempting to purchase alcohol and adults who purchase alcohol for minors. A unique partnership between retailers and law enforcement, Cops in Shops(r) places undercover officers in participating retail locations. Over 42 states including Texas, California, Virginia, New Jersey, Oregon, Nebraska, and Kentucky have participated in, or are currently using, the Cops in Shops(r) program and its public awareness tools which include public service announcement and billboard placements throughout the community. For over seven years, this program has proven to be an effective tool in the fight against underage purchasing.

The Century Council and its funding companies, Allied Domecq Spirits & Wine North America, Bacardi U.S.A., Inc., Brown-Forman, DIAGEO, Future Brands LLC, and Pernod Ricard USA, stand ready to work in concert with the Leadership To Keep Children Alcohol Free to engage in the life-saving battle to keep alcohol out of the hands of our nation's most important resource, our youth.

The Century Council is a national, not-for-profit organization dedicated to fighting drunk driving and illegal underage drinking. Founded in 1991, the Council is funded by America's leading distillers. For more information on the Council and its mission, please log onto http://www.centurycouncil.org.