Responsibility.org worked with Brown-Forman to test the effectiveness of responsible drinking campaigns with Total Wine & More customers in several markets across the U.S. The exercise marked the first time data was collected with a national retailer, which will help inform our future messaging. Together, we also developed talking points and position statements that Brown-Forman used to testify for enacting more stringent and effective drunk driving laws in Kentucky.

Our partnership with Brown-Forman is successful because both parties have something to offer the other. On messaging, Responsibility.org has campaign strategies that benefit from Brown-Forman’s communications channels. On alcohol-related legislation, we develop research-based policies that guide Brown-Forman’s alcohol responsibility strategy. Working in partnership helps Responsibility.org achieve results by getting our message out to a broader audience and passing legislation proven to have an impact on reducing drunk driving fatalities.

Corporate and consumer brands can be a powerful driver of responsibility to a wide audience, when their messages are delivered in an authentic voice, and to engaged consumers. To get there, each brand needs to find its own voice, understand what messaging will resonate with its audience and determine how and when to deliver on the responsibility promise. We believe there is an opportunity for Brown-Forman to scale up its use of brands to positively influence responsible drinking attitudes and behaviors.

Brown-Forman is one of six industry partners in Mexico that helps plan FISAC’s national alcohol responsibility campaigns and health care programs. Together, we review concepts and objectives for these initiatives to improve their effectiveness. We also keep industry members updated on alcohol responsibility news, research, policies, and regulations.

Every year, we work with leaders from Brown-Forman Mexico to evaluate our strategy, progress, performance indicators, goals, and opportunities for improvement. This establishes credibility for our organization and helps us garner support from scientific and academic communities. It also has helped us increase engagement with other businesses, non-profit institutions, and media outlets, so we can reach a wider audience.