Mixing MADD's alcohol-free drinks with cheese
N.L. grocery chain helps Mothers Against Drunk Driving with holiday pairings
A grocery chain and a group fighting drunk driving have joined forces in a promotional campaign that pairs alcohol-free drinks and fine cheeses.
Mothers Against Drunk Driving and Coleman's hope to steer people away from drinking and driving over the holiday season.
They're encouraging people to socialize, not with booze, but wine-like beverages.
"There are three options available. We have a red, a white and a sparkling — one hundred per cent alcohol free," said Patricia Hynes-Coates of Conception Bay South, president of MADD Canada.
"It's delicious and it goes fantastic with cheese," she added.
"So if you were having a baby shower or you want to have supper, and you want to provide wine with your meal, this will provide a non-alcoholic option so you don't have to worry about your guests becoming impaired and getting behind the wheel and driving while impaired."
MADD believes it found its perfect pairing with Coleman's — a perfect match like wine and cheese.
You don't have to worry about your guests becoming impaired and getting behind the wheel.- Patricia Hynes-Coates
"Safe driving is something we look forward to promoting and Mother's Against Drunk Driving are great people for Coleman's to pair up with," said Corey Conrad, manager of Coleman's Mount Pearl.
Eleven Coleman's stores in the province held a cheese feast to promote MADD's alcohol-free products by offering free cheese samples.
Customers got to sample smoked applewood, Irish porter cheese and goat cheese topped with jalapeno jello and Purity blueberry jam.
Message remains the same
With the holiday season approaching, Hynes-Coates accepts that people want to have a drink and socialize, but encourages people to offer drinks without alcohol.
If you're going to have a designated driver... they don't want to feel like they're left out of the party.- Patricia Hynes-Coates
"If you're going to have a designated driver, and if they don't want to feel like they're left out of the party, purchase them the MADD wine or the MADD beer so that they feel like they're still part of the party. And they're not consuming any amount of alcohol," she said.
MADD Canada sells non-alcoholic beverages in Coleman's stores and liquor stores across the province. A portion of the sales goes back to the provincial chapter. It's a nation-wide campaign.
"Five per cent of the sales go back to MADD Canada, and a portion goes to the designated chapters," said Hynes-Coates. "MADD Newfoundland did extremely well with it in 2015."