Monthly Campaigns

Each month, we create awareness on all major areas of responsible use, from risks in using alcohol during pregnancy to consequences of drinking and driving. Creative collateral is produced and strategically displayed in stores to raise customers' awareness about the risks when beverage alcohol is not used responsibly. 

The following are some examples of creative campaigns introduced in BC Liquor Stores.

February, 2019

Start the conversation

Our social responsibility message for February encourages parents to start the conversation with their children about underage drinking.

Communication is key. And it has to start at home. Parents need to talk to their kids about the dangers of alcohol consumption. Kids must realize the risks and consequences of underage drinking to their health and safety. Alcohol is the most commonly abused substance in Canada and there are various reasons why the youth consume alcohol, including peer pressure, stress, etc. Starting the conversation and keeping communication lines open with your children will help them make the right choices in life.

Download PDF: pdf - 52.31 KB
January, 2019

Think drinking and winter sports is a good mix? Seriously?

It's winter and people are hitting the slopes. Teaming up with, this campaign reminds people to keep alcohol consumption off the slopes.

Alcohol and winter sports is a very risky combination as alcohol has a big effect on an individual's judgement and reaction time. Being in high altitudes also affects the body's ability to process alcohol and it make a person more inclined to take risks. Risks may lead to serious injuries, not just for the person, but to everyone on the mountain. Alcohol impairs a person's ability to make sound decisions - decisions that they might not make when sober.

BC Liquor Stores and's campaign reminds people not to consume alcohol until their activities on the slopes are done for the day. So share the winter fun and stay safe on the mountains by staying sober.

Download PDF: pdf - 126.67 KB
December, 2018


CounterAttack road checks across the province start on December 1 to raise awareness and help reduce injuries and fatalities caused by impaired driving. Our campaign is to raise awareness of the road checks and to remind everyone to make the smart choice.



Impaired driving continues to take a deadly toll on our roads. In an average year: **

  • 258 people die in motor vehicle crashes. 31% of those fatalities in 2015 involved impaired driving.
  • Impairment remains in the top three contributing factors for fatal car crashes.

Other impaired driving stats to keep in mind:

  • Most impaired-related crashes (60 percent) occur on a Friday, Saturday or Sunday.
  • Almost half (46 percent) take place between 9 p.m. and 3 a.m.
  • Sixteen- to 25-year-olds account for the highest number of impaired drivers (34 percent).
  • Males account for 74 percent of all impaired drivers

Make a smart choice. If you’re going to be drinking, make sure you have a sober designated driver, money for transit or taxi, a place to stay overnight, or a friend you can call for a ride. 

** Police-reported five-year average from 2011 to 2015.

Download PDF: pdf - 2.3 MB
November, 2018

Preventable - Moderation

Our social responsibility message for November is a joint campaign with The anti-binge drinking message reminds people that a few too many can lead to memory loss and impaired judgement. 

It's back to school and as we all know, this also means get-togethers with friends, college and university parties, and fun nights out. As is in every social gathering involving alcohol, you have to know when you've had enough. Binge drinking does not make the night memorable -- it's being able to get home safely injury-free and remembering the fun night you had the next day.

According to research, alcohol remains to be the #1 risk factor associated with injury in BC.* Excessive consumption of alcohol can dramatically impair one’s judgement and coordination, thus increasing the risk of injury – not just for yourself, but for others too. Moderation is key.

This campaign will be supported by a social media campaign sponsored by

* (Alcoholism: Clinical & Experimental Research. “Alcohol consumption greatly increases serious injury risk for heavy and moderate drinkers.” ScienceDaily)

Download PDF: pdf - 149.42 KB
October, 2018

Who's Driving You Home?

Our social responsibility message for October is a joint campaign with Molson Coors Canada reminding everyone to plan a safe ride home for their Halloween revelry.

With Halloween just around the corner, BC Liquor Stores is partnering up with Molson Coors Canada to drive awareness about responsible drinking and fighting against drunk driving. In its 11th year, teams of Molson Super Heroes will be at select BC Liquor Stores on October 26th giving out a total of 3,000 Compass cards to customers (while supplies last, passes allocated based on anticipated traffic).

With so many trick-or-treaters out on the streets, we are encouraging people to take transit and plan ahead for a safe ride home after a fun night out.

If you are at any of these BC Liquor Stores on October 26th for Halloween, watch out for the Molson Super Heroes:

  • 39th & Cambie
  • Alberni & Bute
  • UBC
  • SFU
  • Richmond Ironwood
  • Richmond Brighouse
  • Langley
  • Westwood Centre
  • Fleetwood
Download PDF: pdf - 82.87 KB
September, 2018

Alcohol & Pregnancy Don't Mix

 Our social responsibility message for September reminds everyone that alcohol and pregnancy don't mix. Healthy mothers and babies need everyone's support

Download PDF: pdf - 51.17 KB
August, 2018

Arrive. Alive.

Our social responsibility message for August focuses on summer driving, reminding customers to plan a safe way home before starting to drink.

According to ICBC, impaired driving is the leading cause of car crash fatalities in BC. Almost half of those fatal crashes happen during the summer season. Statistics show that 57% of these impaired driving crashes occur on the weekend and 39% occur between 9 in the evening and 3 in the morning – mostly the time where people are out partying.

In Canada, our province has the strictest drinking and driving laws with penalties ranging from fines, insurance premiums, driving suspension, vehicle impoundment, jail time, rehabilitation, and even an installation of an ignition interlock (requiring the driver to provide a breath sample before starting the car).

If drinking is part of your summer activities, don't include driving in your plans. Think of alternative ways on how to get home safe. Driving while being under the influence of alcohol not only puts your own life at risk, but also the lives of other road users. Arrive Alive by assigning a designated driver, calling a cab, or taking transit.

Don't ruin the summer fun. Stay safe on the road this season. Arrive Alive by not drinking and driving.

Download PDF: pdf - 168.21 KB
July, 2018

Preventable - boating safety

Our social responsibility message for July focuses on summer boating safety, reminding customers that drinking and boating are not a good mix. This is a joint campaign with and also includes social media activity.

Download PDF: pdf - 279.69 KB
June, 2018

Alcohol can brain your slow

Our social responsibility message for June addresses the issue of binge drinking, reminding customers to drink in moderation, and enjoy responsibly.

Alcohol can impair brain function and reaction time. Consuming large amounts of it in a relatively short period of time can be harmful to you and the people around you. Binge drinking is associated with many serious consequences such as car crashes, falls, burns, drowning, gunshot wounds, sexual assault, and domestic violence, as well as serious health problems over time. You can avoid these by drinking in moderation and enjoying responsibly.

Download PDF: pdf - 56.94 KB
May, 2018

Don't Buy for Minors

Our social responsibility message for May focuses on underage drinking and its consequences. The campaign reminds everyone that drinking can be devastating for teens.

The legal drinking age in British Columbia is 19 so here are BC Liquor Stores, our responsibility is to ensure that alcohol is kept out of the hands of minors. We strongly discourage our customers from making alcohol available to minors as drinking at a young age can have a negative impact on a kid’s life. We should keep kids safe and let them be kids by not buying alcohol for minors.



Download PDF: pdf - 47.73 KB