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Moët Hennessy USA, Charmer Sunbelt Team On “We Don’t Serve Teens” Initiative

October 7, 2013

Moët Hennessy USA and The Charmer Sunbelt Group are kicking off a multi-faceted social responsibility initiative, the “We Don’t Serve Teens” campaign, in the New York City area today. The campaign will include outdoor spots on billboards, buses and magazine kiosks as well as print and online components, and radio PSA’s from New York Governor Andrew Cuomo and musical artist Nas. Point-of-sale materials will promote the social responsibility message in retail stores, bars and restaurants.

The New York City initiative is beginning now to target the holiday season, when alcohol sales are high. Though it’s currently slated to run through 2013, Moët Hennessy USA CEO Jim Clerkin said the two companies will reevaluate things down the road with the possibility of continuing the campaign into next year.

“As a parent myself, it’s important to me that we help get this message out there. Most of the alcohol obtained for teens who drink underage comes from friends, family and other people who are of legal drinking age,” Charlie Merinoff, chairman and CEO of Charmer Sunbelt, told Shanken News Daily. “We want to raise consciousness about underage drinking and educate parents and friends about not making alcohol available to teens.”

Founded by the Federal Trade Commission and The Century Council, the “We Don’t Serve Teens” campaign is a nationwide initiative also supported by a number of other public and private organizations.

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