Celebrate Responsibly

With the holiday season nearly upon us, famed Irving, Texas-based advocacy group Mothers Against Drunk Driving has authorized a line of 100 percent alcohol-free beverages, MADD Virgin Drinks, to provide consumers with a delicious, socially responsible alternative to alcoholic beverages. The line consists of three virgin cocktails (Mojito, Margarita and Piña Colada), a virgin Lager & Lime, virgin Red and White Wine, and a virgin Sparkling White Wine. “We have created a completely unique program whereby any retailer that carries the line will generate a donation to MADD,” Brian Bolshin, president and CEO of Toronto-based MADD Virgin Drinks, told PG. “This donation does not come from their margins. It is a component of the MADD Virgin Drinks marketing program, and was factored in (10 percent of net wholesale) from the beginning to create a positive public relations halo for all retail partners, all at no cost to them … We will also supply custom merchandisers to any retailer, at no cost, to create a high-profile branded ‘placeholder’ in their stores.” A 26-ounce bottle of wine, a four-pack of 8.5-ounce bottles of cocktails, and a six-pack of 12-ounce bottles of lager all retail for a suggested $9.99. To learn more, visit www.maddvirgindrinks.com.

—Bridget Goldschmidt
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