Alcool NB Liquor

Alcool NB Liquor receives awards for encouraging responsible drinking (08/09/16)

NB 1325

Sept. 16, 2008

FREDERICTON (CNB) - International and national awards have been awarded to Alcool NB Liquor and three other New Brunswick organizations for developing a website encouraging university students - especially first-year students - to drink in moderation.

photoAlcool NB Liquor, Moosehead Breweries, St. Thomas University, and Hudson Design Group developed the online New Brunswick Survival Guide to encourage young people to consume alcohol responsibly. Those considered most at risk are university freshmen. (Multimedia)

The website received two platinum Hermes Creative Awards - the highest level of achievement at the international level - in the best web-based multimedia and best overall website categories.

The website also received a gold Canadian Public Relations Society Award of Excellence for electronic and interactive communications, as well as a silver award for advocacy and social marketing.

"Attending university should be one of the best experiences of a young person's life, and we wanted to ensure that he or she enjoyed that experience as safely as possible," said Dana Clendenning, president and chief executive officer of Alcool NB Liquor. "We are very proud of the survival guide series because it provides important information about responsible consumption."

Each component of the survival guides describes life on and off campus through video clips of students from the same campus. Their tips are often funny observations about common undergraduate experiences.

All of the clips provide important information to ensure that first-year students get the most out of their university education, while acting in a safe and responsible manner. Interwoven with information such as the quietest places to study and where to buy the best pizza are anecdotes from older students describing their experiences with alcohol.

"We salute our partners in this initiative," said Clendenning. "From Moosehead Breweries for its social responsibility and leadership in the development of this idea, to St. Thomas University for piloting the program, to Hudson Design Group for its creative and strategic contributions."

The survival guides may be viewed at:

Alcool NB Liquor and Moosehead Breweries will invest $300,000 over five years in the survival guide series.


MEDIA CONTACT: Nora Lacey, Alcool NB Liquor, 506-452-6453,