Patricia Russo, chairman of the Partnership for a Drug-Free America today provided keynote remarks and joined Steve Pasierb, Partnership CEO and Ken Winters, PhD., chairman of the organization's science advisory board and professor at the University of Minnesota, to review a number of new research-based programs from the Partnership at the National Prevention Network Prevention Research Conference.

According to the latest National Survey on Drug Use and Health, nine million people in America under the age of 26 need help for substance abuse and addiction. In response to the broad needs of families, the Partnership has developed science-based tools and interactive resources that guide parents from preventing drug and alcohol abuse in their families to intervening when they think their child is having a problem. They also give parents information about finding treatment for a child and helping a child who is in recovery from drug and alcohol addiction. In today's session, titled "Translating Science Into Practice," Pasierb and Winters addressed the organization's formal development process for these resources by translating the latest behavioral and addiction research into helpful, timely tools that meet the needs of parents.

"We have developed Time to Talk, Time to Act and Time to Get Help, groundbreaking resources focused in the areas of prevention, intervention and treatment, respectively," said Pasierb.  "Each of these and several additional resources were developed with guidance from our Science Advisory Board and Parent Advisory Board.  They feature tools, guides and online communities and provide information, action steps and personal support for parents. We work to help parents gain a better understanding of teen and young adult alcohol and drug abuse, to get support from experts and other parents who have been there and to help them find the right help for their child and family."

Additionally, the Partnership's new Intervention and Treatment e-books, developed in collaboration with parents and leading science experts, are free, downloadable guides and are written for parents to reference or share with others.

As part of grassroots efforts in communities across the country, the Partnership also offers a series of multimedia community education programs.  These provide drug and alcohol prevention and early intervention education for parents and youth.

"Building on our expertise in substance abuse education, we are working together with key community stakeholders in prevention and treatment to inform parents about today's drug and alcohol landscape," continued Pasierb. "We want to equip parents with comprehensive tools to be more effective in dealing with these issues, give them powerful and informative insights about specific drug threats and what they can do to stop the danger from taking root."

"After a decade of progress, witnessed by declining drug, alcohol and tobacco use among teens, we're now beginning to see some disturbing data, starting with weakening anti-drug attitudes among teens. Fewer than one third of teens now agree strongly that they don't want to hang around drug users and one third of teens say they believe prescription pain relievers are not addictive," said Patricia Russo. "It's a challenging time right now to be working in the field of substance abuse prevention and treatment. The result of all this is not fair, but it's undeniable:  the burden is increasingly falling on parents and families. That is why the Partnership has developed these resources for parents to address any need they have and be the partner in helping them raise safe and healthy teens."

About The Partnership

The Partnership at Drugfree.org is a nonprofit organization that helps parents prevent, intervene in and find treatment for drug and alcohol use by their children. Bringing together renowned scientists, parent experts and communications professionals, the Partnership translates current research on teen behavior, addiction and treatment into easy to understand resources at drugfree.org.  Through its nationwide community education programs, the Partnership educates and mobilizes local community efforts to address drug threats at the grassroots level, including methamphetamine and prescription drug abuse, and also provides parent training and teen programs that help prevent teen substance abuse. The Partnership depends on donations from individuals, corporations, foundations and government. The Partnership thanks SAG/AFTRA and the advertising and media industries for their ongoing generosity.

SOURCE Partnership for a Drug-Free America

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Last year marked the third consecutive year of diminishing growth rates in the beer industry, dropping 2.1% to 2.877 billion cases. According to the Beverage Information Group's recently released 2010 Beer Handbook, the beer industry's downturn can be directly attributed to the decline in the light beer segment. Light beer, which accounts for a 52.8% share of the U.S. beer market, posted its first negative year since its beginning 30 years ago.

Other segments of the beer industry differed in their 2009 results. Imports declined 6.9% to 359.6 million 2.25-gallon cases, while the craft beer segment increased 7.0%. Craft beer continues to grow at an extraordinary rate, due to the abundance of flavors and types that attract both young and old consumers. Expanded distribution also continues to be a key driver for growth in this segment. It is clear that the "trading up" trend that began before the recession has continued despite the changing economy.

The premium, super premium and flavored malt liquor segments all faced declines; but the popular and ice segments both had slight upticks due to their value price point and strong consumer bases.

The beer industry's future remains tentative with slow growth expected over the next five years as the country recovers from a struggling economy. Favorable demographics, continued growth of the craft beer segment and success of value-priced beer will help slow declines in the beer category.  

"The growth of the beer industry has slowed every year since 2006," says Eric Schmidt, Manager of Information Services for the Beverage Information Group based in Norwalk, Conn. "There are hints that this slowing will end in 2010, but projections are still forecasting a downturn in the short term."

The cost of the 2010 Beer Handbook is $755; handbook with companion CD is $925. Shipping and handling is $10 for U.S. orders; $20 for all other orders. The handbook and CD can be purchased at www.beveragehandbooks.com or by calling Cynthia Porter at (630) 762-8709.

SOURCE The Beverage Information Group

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It's time to take those Madden NFL video game skills you've honed with your buddies and put them on display for all to see.

Thanks to a promotion with EA SPORTS™, a label of Electronic Arts Inc. (Nasdaq: ERTS), "The World's Most Refreshing Beer" is giving legal-drinking-age consumers the opportunity to showcase their video game talents in bars and restaurants across the country this fall.  In addition to the national promotion, each market will plan a series of promotions in local accounts that will enable consumers to challenge each other on the spot at Madden NFL 11.  And in select markets, people will have the chance to compete in tournaments for the right to play Madden NFL 11 against a local NFL alumnus.

The national promotion also features a sweepstakes, which kicks off September 1 and continues through December 31.  One grand prize winner could have his likeness featured in an upcoming Madden NFL game.  Additional prizes include tickets to Madden Bowl XVII party in Dallas on February 3, 2011, during Super Bowl week, as well as copies of Madden NFL 11 and discounts on select EA SPORTS merchandise.

"Coors Light consumers are passionate about football in all forms, whether they're cheering on their favorite team on Sunday or facing off against friends in Madden NFL 11," said Rick Gomez, vice president of marketing for the Coors Family of Brands.  "As cool as it is to whip your buddies in Madden NFL 11, imagine how much better it would be to do it in front of a bar full of people, or next year with 'video you' there to help your team march to victory."

"EA SPORTS continues to bring Madden to the People in new and creative ways," said Christopher Erb, senior director of partnership marketing for EA SPORTS.  "This promotion with Coors Light gives fans not only a way to play Madden NFL, but to become part of it."

To participate in the national sweepstakes, consumers can text codes found on Coors Light and Coors Banquet point-of-sale materials in on-premise retail accounts such as bars and restaurants or enter online.  Full details on the text-to-win sweepstakes can be found at CoorsLight.com/madden.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA Mobile™ and POGO™. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

About EA SPORTS

EA SPORTS™ is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, global videogame competitions and breakthrough digital experiences.  EA SPORTS delivers personal access to the emotion of sports through industry-leading sports simulation videogames, including Madden NFL football, FIFA Soccer, NHL® hockey, NBA ELITE basketball, NCAA® Football, Fight Night boxing and Tiger Woods PGA TOUR® golf, and EA SPORTS Active.

For more information about EA SPORTS, including news, video, blogs, forums and game apps, please visit www.easports.com to connect, share and compete.

EA, EA SPORTS, EA SPORTS Active, EA Mobile and POGO are trademarks of Electronic Arts Inc.  John Madden, NFL, NHL, NBA, NCAA, Tiger Woods and PGA TOUR are trademarks of their respective owners and used with permission.

© 2010 NFL Properties LLC. Team names/logos/indicia are trademarks of the teams indicated.  All other NFL-related trademarks are trademarks of the National Football League.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies.  MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories.  MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks.  MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to become the best beer company in America by driving profitable industry growth.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

SOURCE Coors Light

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Jose Cuervo, the world's largest producer of Tequila, today introduced "Cue the Cuervo," a multi-tiered national marketing campaign that illustrates how the legendary Tequila brand brings together all elements of a night to take it from exciting to epic.  "Cue the Cuervo" is inclusive of television, out-of-home, online, print and radio advertising, public relations support, experiential marketing, a social responsibility program and groundbreaking digital extensions. The campaign will also be prominently featured at point-of-sale throughout the country.

"Cue the Cuervo" will be brought to life on Facebook, Cuervo.com and in bars across the country through a number of consumer touch points.  Among the unique digital extensions will be "Cue the Cab."  Jose Cuervo is proud to introduce this free iPhone application that leverages mobile technology to provide consumers with a one touch option to request a safe ride home.  The "Cue the Cab" program will synchronize the consumer's location with a cab company for pick-up at no additional cost for the coordination, ensuring that the most legendary nights out end with a safe, responsible ride home.  

Consumers online will be impressed with an innovative pre-roll video that synchs with banner ads on the same web site.  The digital interaction allows the Cuervo hero featured within the video to reach across screen and grab shots of Jose Cuervo from the banner ad.  The Cuervo shots move seamlessly from the ad and into the video where they are handed out to a group of friends who then bond together with a shot of Cuervo.  

"Jose Cuervo has been a category leader in quality and innovation since creating the tequila industry more than two-and-a-half centuries ago, and 'Cue the Cuervo' pushes the envelope in marketing quality and innovation," said Paul Clarke, Jose Cuervo Brand Director, Diageo. "The campaign reminds consumers that Jose Cuervo is the one element that can bring the night together, and it does so in a compelling, interactive manner."

The campaign artwork for out-of-home advertising and point-of-sale materials will keep the brand name front and center, calling out that "Cue" is embedded within the word "Cuervo," just as Jose Cuervo is often the one constant embedded within most extraordinary nights out with friends.  

Consumers can also tune in for the campaign's two leading 30-second television spots, "Bar" and "Apartment."  These commercials will 'Cue' in all of the mundane elements of a scene for a night out one by one – the tables, the chairs, the kitschy atmosphere, the locals or party guests, and the girls – and then promptly 'Cue' in the drink that brings it all together, taking the night from ordinary to legendary.  The spots will air on cable networks including ESPN, HBO and FX and on sites including Break.com, FunnyorDie.com, ESPN.com, Deadspin.com and FoxSports.com.

For more information, visit www.Facebook.com/Cuervo or  www.Cuervo.com.  Jose Cuervo reminds you to Cue Responsibly.

About Jose Cuervo

Jose Cuervo is the largest producer of tequila throughout Mexico and around the world. The Jose Cuervo portfolio of tequilas includes Jose Cuervo Especial Gold, the number one tequila worldwide, Jose Cuervo Especial Silver, Jose Cuervo Black Medallion, Jose Cuervo Tradicional, Jose Cuervo Platino, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit www.josecuervo.com.

About DIAGEO

Jose Cuervo Tequilas are imported and marketed in the United States by Diageo North America, a subsidiary of Diageo plc. Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

When enjoying its products, Diageo reminds its adult consumers to drink responsibly.  As the world's largest spirits, wine and beer company, Diageo is committed to social responsibility and the responsible marketing of its brands.  The Diageo Marketing Code is one of the most stringent in the industry.  Diageo is a founding member and major supporter of The Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.

Celebrating life, every day, everywhere, responsibly.

SOURCE Diageo

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The Blue Light Refreshment Duo will soon leave Refreshment Headquarters for their next mission: Buffalo, New York, hometown of Labatt USA. They're prepared and ready to visit Buffalo's most popular downtown destinations on their way to the Buffalo Wing Festival on Saturday, September 4 and Sunday, September 5. Fans of the famous pair will have a chance to meet the Duo in-person at the Wing Festival, where they will set up their satellite headquarters near the Blue Light Tent.

(Photo: http://photos.prnewswire.com/prnh/20100831/NY57407-a )

(Photo: http://www.newscom.com/cgi-bin/prnh/20100831/NY57407-a )

(Logo: http://photos.prnewswire.com/prnh/20100831/NY57407LOGO-b )

(Logo: http://www.newscom.com/cgi-bin/prnh/20100831/NY57407LOGO-b )

Some details of their trip plans will be revealed at www.facebook.com/LabattBlueLight over the next week.

"Our Buffalo fans have been asking us to come for a visit," said the Duo. "As the guardians of refreshment and protectors of good times, we plan on making sure that everyone at the Buffalo Wing Festival has a great time."

The Blue Light Refreshment Duo also will reveal plans to visit local downtown venues and bars at a press conference at their "Home Headquarters:" Labatt USA on Saturday, September 4 at 11 a.m.

For more on the Blue Light Refreshment Duo, visit: www.refreshmentduo.com.

About Labatt USA

Headquartered in Buffalo, NY, Labatt USA imports Labatt Blue and Labatt Blue Light daily from Canada. Labatt Blue is America's top-selling Canadian beer. First brewed in 1951, Labatt Blue offers a clean, refreshing taste, light color, slight hop aroma, good balance, fruity character and a slightly sweet taste. Labatt Blue Light, a light lager, won a Gold Medal in the 2004 World Beer Cup. Labatt Blue Light is the No. 2 Canadian import behind Labatt Blue.

Labatt USA, owned by North American Breweries, imports and markets Labatt Blue™, Labatt Blue Light™ and other Canadian brands into the United States. View and subscribe to news from Labatt USA here: http://www.pitchfeed.com/labattusa/1974.

SOURCE Labatt USA

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