Table 3 Extracts from; “Alcohol Education: An Essential Factor in Preserving the Alcohol Beverage Industry” Delivered by Patti McKeithan, MBC VP CA to an industry group, July 1996 [70]

I believe the number one priority for the alcohol beverage industry… [all … in original unless stated] over the next five years…must be protecting and promoting the social acceptability of our product. Alcohol education will play a critical role in accomplishing this task. I am using the term “alcohol education” in its widest sense…and we must think in terms of at least three audiences:

First, we must continue to educate consumers to drink our products responsibly. Miller believes this kind of education is vital…so we have developed… and put in place…a wide variety of programs covering:

• Training of servers,

• Training of sales people in prevention of underage sales,

• Designated driver programs, and many others. You will find brochures…in the back of the room giving much more information on these programs…and how you can take advantage of them in your own efforts.

Second, we must continue to educate the public…that there is a vast difference…between consumption…and abuse…of our products…and between alcohol…and illegal drugs. We are dedicated to finding and adopting creative and effective solutions to alcohol abuse. Introducing alcohol awareness curricula in schools, broadcasting public service announcements for drivers, and funding research are only a few examples of the many ways we accomplish these goals. We are fighting alcohol abuse…because no reputable business benefits when its products are misused…and because the families affected by alcohol abuse are our friends, our neighbors…and our families too.

And third, we must continue to educate policy makers …that we…and the 100 million Americans who drink alcohol beverages…don’t need higher taxes…and more restrictive regulations…and that we must avoid simplistic, shotgun approaches to complex problems.

…[later in the speech]

With the globalization of our industry…and the globalization of the anti-alcohol and public health community…Miller Brewing Company believes the industry must speak with one voice on policy, globally. For that reason, in December of 1994, Miller Brewing Company and nine other major world producers of beverage alcohol founded the International Center for Alcohol Policies (ICAP), based in Washington, D.C. This organization’s goal and aim is to help reduce alcohol abuse worldwide…to promote understanding of the role of alcohol in society…and to encourage dialogue…and pursue partnerships between the beverage alcohol industry and the public health community. In the short time since its inception, ICAP has exceeded its most optimistic goals.

…[text omitted]

That’s why we’re going to become more involved with the government organizations that set policy and fund programs related to alcohol. Armed with the facts…and the Federal Government’s own policy…we are going to put an end to the untrue…unfounded…and unfair attacks on our products. Make no mistake…these flawed policies have been intentionally foisted on us…and on these agencies…by the anti-alcohol forces. It’s time to correct this injustice…and we will use the government’s own policy and science to do it. Science is on our side. Truth is on our side…and if along the way…we get some coverage in the media…that will only help to remind consumers that alcohol beverages can be part of a healthy diet.