Nothing’s more important than keeping our communities safe

Toronto, Ontario – December 11, 2014 – Beer Store Manager and four-time World Champion curler Glenn Howard is joined by Ontario Association of Chiefs of Police President Jennifer Evans in a new TV ad promoting responsible drinking during the 2014 holiday season.

The new province-wide ad campaign is launching today and will appear on popular programs, including Hockey Night in Canada and during NFL games.

“The Beer Store has 7,000 employees properly trained to check ID. We take our commitment to safety to heart,” says Howard, the Manager of the Midland Beer Store, in the television ad.

“Along with our officers, we think of Beer Store employees as a vital, first line of defense against drunk driving,” Chief Evans says. “There’s nothing more important than keeping our communities safe.”

Each year through its “We ID 25” program, the Beer Store challenges 3.5 million Ontarians suspected of being under the age of 25, or intoxicated. Of those, more than 111,000 are refused service.

Ted Moroz, President of the Beer Store, said: “The Beer Store’s staff are highly-trained and responsible. We take that responsibility extremely seriously all throughout the year, but particularly during the holiday season when we want to see everyone get home safely.”

The new ad is produced by and can be viewed at

About the Beer Store

The Beer Store offers customers more than 400 brands, provided by more than 100 brewers. Approximately 1-in-5 brands come from small Ontario brewers. It is a completely open system that allows any brewer in the world to sell their brands in any store they choose. The Beer Store is deeply committed to responsible sale and not selling to minors and people who are intoxicated. More than 3.6 million customers were challenged in 2013 alone. It is also one of the greenest retailers in the world and collected more than 1.7 billion beer bottles in 2012-2013 (a 92 per cent return rate) and 300 million wine and spirit containers (a 80 per cent return rate). The Beer Store Employs 7,000 hard-working Ontarians with well-paying full- and part-time jobs.

For More Information, contact:

Bill Walker,