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.

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
April, 2018

Doing Our Part Together


BC Liquor Stores is committed to being environmentally responsible and has been a leader in sustainable retailing in BC for nearly 50 years. In-store green initiatives include container recycling, sustainable products and plastic bag reduction.



Download PDF: pdf - 4.33 MB
March, 2018

Support Dry Grad

Our social responsibility message for March features our Dry Grad campaign encouraging graduates to celebrate alcohol free. 100% of donations stay in the community to fund Dry Grad celebrations in cooperation with school districts.

Since 2001, the BC Liquor Stores annual Support Dry Grad campaign has raised $6.5 million for alcohol-free events in communities across British Columbia.

During March, customers across British Columbia are encouraged to donate a dollar or more to support dry grad celebrations in their communities. All donations (100 percent) are given to the local school district in which the store is located, to be distributed to public high schools (and participating independent schools) who are planning alcohol free graduation activities. The contributions by liquor store customers top up funds raised by parents, students and teachers who work all year to raise funds for dry grad after-grad activities.

Customers support this fundraising effort by donating a dollar or more at checkouts. In the past, as a token of appreciation for their donation, customers received items such as bookmarks, jelly beans or chocolate samples. This year, customers are given a bright, fun “thumbs up” sticker to write their name on and place on a poster in store (or they can take it home with them).

This year we have 55 school districts participating and again the Federation of Independent schools will participate in some areas of the province which includes 64 private schools.

So drop by your nearest BC Liquor Store and support the youth and your local schools by donating a dollar or more for their Dry Grad celebrations.

Download PDF: pdf - 69.96 KB