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, 2018

Start the conversation

Our social responsibility message for February encourages customers to talk to their kids about the dangers of underage drinking.

It is important for families to talk to their children and make them understand the different dangers of consuming alcohol at an early age. The youth might not fully realize the risks and consequences of drinking to their health and safety so it is important that this conversation start at home.

Alcohol is the most commonly abused substance in Canada and there are many reasons why the youth consume alcohol (peer pressure, stress, etc.). Starting the conversation and keeping communication lines open with your children will help them make the right choices.

Download PDF: pdf - 57.45 KB
January, 2018

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

Our social responsibility message for January comes from and focuses on drinking and winter sports.

It is that time of year again where the crowds get out and hit the slopes! Teaming up with Preventable, this campaign asks people to reconsider their alcohol consumption when out there on the mountain.

Have fun and stay safe this winter.

Celebrate Life. Enjoy Responsibly.

Download PDF: pdf - 218.23 KB
December, 2017

'Tis the season for Counterattack

Counter Attack road checks across the province start on December 1 to raise awareness and help reduce impaired driving crashes. Our campaign is to raise awareness that road checks will be happening 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 - 57.68 KB
November, 2017

Preventable - A Few Too Many

Our Social Responsibility message for November is in partnership with reminding people that a few too many can add up to serious injury.

Excessive consumption of alcohol can dramatically affect ones judgement and increase the risk of injury. *According to BC Vital Statics, on average 460 alcohol-related injury deaths occur each year. also reminds people to go ahead and have a drink, just remember your common sense. Before indulging becomes over-indulging, have a word with yourself—and make sure you’re doing what you need to do to stay safe.

Sources: *BC Vital Statistics Agency, Retrieved from the BC Injury Research and Prevention Unit, 2017.

Download PDF: pdf - 22.39 MB
October, 2017

Who's Driving You Home?

Our Social Responsibility message for October is a reminder for people to plan a safe ride home and to not drink and drive.

With Halloween around the corner, we're teaming up with Molson Coors Canada for the 10th year to help customers plan a safe ride home this Halloween.

On Friday, October 27th, from 3:00 p.m. to 7:00 p.m., teams of Molson Coors Canada employees will be at nine participating BC Liquor Stores handing out $5 TAXIGUY Dollars to customers (while supplies last). A total of $10,000 in vouchers will be given away in an effort to help people get home safely.

Be sure to keep an eye out for your favourite caped crusaders when visiting one of these participating BC Liquor Store locations:

  • 39th & Cambie (Vancouver)
  • Alberni & Bute (Downtown Vancouver)
  • Fleetwood (Surrey)
  • Langley
  • Richmond Brighouse
  • Richmond Ironwood
  • SFU
  • UBC
  • Westwood (Port Coquitlam)

Sobering fact: All alcohol-involved crashes can be preventable by making a plan to get home safe.

So stay safe this Halloween by keeping this simple message in mind -- Before you head out, plan for a safe ride home.

Download PDF: pdf - 747.54 KB
September, 2017

Preventable - Anti-Binge

Our social responsibility message for September is a reminder about the consequences of binge drinking. This message is presented in partnership with The Community Against Preventable Injuries ( Every year, 475 BC residents die because of injuries related to alcohol. Drinking too much alcohol increases the risk of preventable injuries, such as alcohol poisoning, drinking and driving, falls, violence and serious health problems over time. A few too many can add up to a serious injury, so before you go shot-for-shot, have a word with yourself.

Download PDF: pdf - 432.78 KB
August, 2017

Arrive. Alive.

Our social responsibility message for August is a seasonal reminder to think before you drink and drive.

Drinking and driving is never a good idea. According to ICBC, there are more impaired driving-related deaths during the summer season. Even at very low levels, alcohol impairs decision making, so it’s best to decide how you’ll get home before you start drinking. Keep you and the people you share the road with safe this summer by assigning a designated driver, calling a cab, or taking public transit.

Download PDF: pdf - 50.13 KB
July, 2017

Safe Tubing

Tubing and Drinking Don't Mix

For select stores, our social responsibility message for July is a seasonal reminder that alcohol and tubing are a bad mix. Presented in partnership with

Download PDF: pdf - 643.59 KB
June, 2017

Alcohol can brain your slow

Our social responsibility message for June focuses on drinking in moderation and enjoying alcohol responsibly.

Download PDF: pdf - 51.97 KB
May, 2017

Don't Buy for Minors

Let kids be kids.

High school graduation celebrations often take place during the month of May. Our social responsibility campaign for this month reminds customers not to buy alcohol for minors. Drinking can be devastating for teens, so let's keep them safe.

Download PDF: pdf - 125.66 KB