Brown-Forman (NYSE: BFA)(NYSE: BFB) announced today a promotion with CityScoot designated driver service to reward responsible behavior and reduce the harmful effects of drunk driving.
The program works by allowing consumers to register online through a CityScoot website at www.reward-responsibility.com. Consumers can receive a $10 voucher toward their next CityScoot ride home. Brown-Forman covers the cost of the discount.
CityScoot, which launched in 2004 in Louisville, is a professional designated driver service that drives customers home in their own cars. CityScoot drivers arrive on a compact scooter, which then folds up for storage in the trunk of a customer’s car. Alternatively, they use a chase car for inclement weather or long distance trips.
CityScoot owner Mark Roberts states, “We provide a safe, reliable and low-cost alternative to drunk driving. We drive you home in your own car. With Brown-Forman’s sponsorship we are also making it even more cost effective for our customers. We hope this new reward/referral platform will encourage the use of a designated driver and help engage consumers in the conversation so the topic of designated drivers could go viral.”The Reward Responsibility Program also takes advantage of the power of social media by allowing customers who register for the $10 discount to share information about the program on their personal social media pages, including Facebook, Twitter, and Google Plus. By doing so, customers can earn additional referral rewards if their friends also register. Brown-Forman Director of Corporate Responsibility Rob Frederick commented, “Part of drinking responsibly is not driving drunk. CityScoot eliminates an all too common excuse – leaving your car behind – and prevents harm to yourself or others. This program is an example of how we put the words ‘please drink responsibly’ into action.” Since 2004 CityScoot has delivered over 70,000 consumers home safely in the Louisville, KY area. As the first-ever fully insured designated driver service in the United States, CityScoot has been the inspiration for many similar services throughout the country and several internationally. CityScoot continues innovative work with alcohol industry leaders in pursuit of developing the most effective drunk driving prevention program in history. For more information about CityScoot, please visit www.cityscoot.com. To sign up for your responsibility reward please visit www.reward-responsibility.com; limited time offer; limits apply. For more than 140 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Southern Comfort, Finlandia, Jack Daniel’s & Cola, Canadian Mist, Korbel, Gentleman Jack, el Jimador, Herradura, Sonoma-Cutrer, Chambord, New Mix, Tuaca, and Woodford Reserve. Brown-Forman’s brands are supported by nearly 3,900 employees and sold in approximately 135 countries worldwide. For more information about the company, please visit http://www.brown-forman.com/. Information about Brown-Forman’s perspective on critical alcohol-related issues can be found at http://www.ourthinkingaboutdrinking.com.
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