The County of Westchester, the City of White Plains and Heineken USA recently announced details for “We Don’t Serve Teens,” a new, joint initiative to prevent the sale of alcohol to those under 21 years of age.
This local program, supporting a national effort initiated by the Federal Trade Commission, calls on county alcohol licensees, parents and local businesses to join in the effort promoting responsible alcohol sales to the community.
This week, businesses throughout the county will be provided with static stickers containing the message: “We Don’t Serve Teens,” and are encouraged to place them on alcohol beverage coolers or the front door of their stores. These stickers will be delivered in mid-September and compliment the Alcohol Age Placard provided by the DA’s office.
“Westchester County businesses play a crucial role in helping prevent dangers associated with underage drinking,” said Rob Astorino, Westchester County Executive. “We are committed to working with retailers to promote the responsible sale of alcohol and encourage all local merchants to display the sticker on their storefronts with pride.”
As students return to school and encounter additional pressures to participate in risky behavior, the community will be increasing awareness through an advertising campaign. Residents will soon notice ads on buses and transit shelters promoting messages of responsible consumption.
"The risks of underage drinking are real, with alcohol a leading cause of death for teens nationwide," said Westchester County District Attorney Janet DiFiore. "The 'We Don't Serve Teens' campaign underscores the important role retailers and the community plays in our continuing effort to prevent underage drinking and to serve as a reminder that it is against the law to serve, sell or consume alcohol to anyone under the age of 21."
“Like every community throughout Westchester County, White Plains is not immune to underage drinking, but we are working aggressively to address it,” said Tom Roach, Mayor, White Plains. “This initiative recognizes that one of the most effective ways to address underage drinking is by working together, across governmental lines and directly with the businesses in our community, with everyone sending one clear and consistent message: Teens won't get served alcohol. I look forward to seeing high participation in this initiative from White Plains businesses.”
Along with providing effective tools to prevent underage drinking at point of sale, city and county representatives also support efforts to encourage communication with teens about making good decisions, such as those put forth by Heineken USA as a founding member of the Health Alliance on Alcohol.
“Heineken remains committed to ensuring the responsible sale, promotion and consumption of our products,” said Dan Tearno, senior vice president and chief corporate relations officer, Heineken USA. “Underage drinking is a problem which must be fought on many fronts. We are proud to help our hometown community address this issue, and will continue to support efforts to make Westchester County a safe place to live and work.”
For resources about how to talk to teens about alcohol, please visit http://healthallianceonalcohol.com/. For more information on the national “We Don’t Serve Teens” program, please visit http://www.dontserveteens.gov.