Company Also Initiates Companion Responsible Tailgating Effort
Louisville, KY, September 2, 2008 – Brown-Forman announced today that it is investing $100,000 in TURF – Tailgaters Urging Responsibility & Fun – as the football season begins in earnest this week.
The TURF program is an initiative of the Wine & Spirits Wholesalers of America, The Charmer Sunbelt Group (one of Brown-Forman’s largest distributors in the U.S.), former pro quarterback Joe Theismann, Brown-Forman, and other companies in the beverage alcohol business. The program features a Web site, turfzone.org, where tailgaters can learn how to hold a responsible tailgating party, and TV and radio advertisements reminding consumers to always drink responsibly.
“Tailgating before a football game is as American as apple pie, but it is essential that everyone remembers that drinking alcohol to excess can ruin the fun for your party -- and for those who have the misfortune of sitting adjacent to you at the game,” said James O’Malley, senior vice president and director of global corporate affairs for Brown-Forman. “The goal of the TURF program is to inform tailgaters how to have fun without over-doing it.”
Brown-Forman’s $100,000 contribution to TURF will be used to purchase TV and radio advertising time in Pennsylvania and Florida, two of the company’s largest U.S. markets that also have multiple professional and college football teams that attract hundreds of thousands of tailgaters during the season.
Brown-Forman’s “How to Tailgate Responsibly” Program
To support the TURF program, Brown-Forman is launching its own program to inform consumers how best to tailgate responsibly. Tim Laird, Brown-Forman’s chief entertaining officer, will appear on local radio and TV stations throughout the country to inform consumers about how they can have a great time at their tailgating party while still being responsible. More details about this effort will be forthcoming soon.
About WSWA
WSWA is dedicated to advancing the social responsibility interests of wholesale distributors and/or brokers of wine and/or spirits. Founded in 1943, WSWA has nearly 350 member companies in 50 states and the District of Columbia. WSWA members distribute more than 80 percent of all wines and spirits sold at wholesale in the United States. For more information about WSWA, visit www.wswa.org.
About The Charmer Sunbelt Group
The Charmer Sunbelt Group is one of the nation's leading distributors of fine wines, spirits, beers, bottled water, and other non-alcoholic products. The Charmer Sunbelt Group operates in Alabama, Arizona, Colorado, Connecticut, Delaware, Florida, Maryland, Massachusetts, Mississippi, New Jersey, New York, North Carolina, Pennsylvania, South Carolina, Virginia and The District of Columbia. The Charmer Sunbelt Group partners with Community leaders, Suppliers, Trade Associations, Licensees, Legislators, Government Officials, Law Enforcement, Regulators, School Administrators and Parents through innovative and high profile initiatives that reinforce the legal and responsible sales and consumption of beverage alcohol. CSG has been recognized nationally for our proactive efforts and accomplishments. CSG is proud to be a good corporate neighbor and a committed community partner. Our Children…Our Community …Our Priority
About Brown-Forman
Brown-Forman Corporation is a producer and marketer of fine quality beverage alcohol brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Fetzer and Bolla Wines, and Korbel California Champagnes.