MILWAUKEE, WI — Attorney General J.B. Van Hollen, Eric Petersen, Wisconsin Wine and Spirits Institute; Tim McHugh, Badger Liquor; Vivian King, Roundy’s Supermarkets; Captain Eduardo Negron, Milwaukee Police Department; and Erik Strickland of The Century Council, a national not-for-profit organization funded by Bacardi U.S.A., Inc.; Brown-Forman; Constellation Brands, Inc.; DIAGEO; Future Brands LLC; Hood River Distillers, Inc; and Sidney Frank Importing Co. Inc., joined forces today to launch a public awareness campaign in Wisconsin to prevent underage drinking.  The initiative, called “We Don’t Serve Teens,” was developed by The Federal Trade Commission and is designed to inform adults that providing underage drinkers with alcohol is unsafe, illegal, and irresponsible.

Today’s launch at Pick N Save on West Holt was held in conjunction with “We Don’t Serve Teens Week,” a national effort aimed at educating adults on how youth obtain the alcohol they drink and how to discourage underage drinking not only during the back to school season, but also throughout the year. Attorney General Van Hollen will be working with local and national partners to distribute “We Don’t Serve Teens” materials to make adults aware of the legal consequences associated with providing alcohol to people under 21. Attorney General Van Hollen’s event is one of seventeen events taking place nationwide from September 10th – September 21st.

“Study after study suggests that youth who illegally drink alcohol obtain it from individuals they know,” said Attorney General Van Hollen. “Those same studies reveal that kids cite their parents as the leading influence over their decision to drink - or not to drink - alcohol. When you talk, they really do listen. It is my hope this campaign will encourage parents to start and continue a dialogue with their teen about the dangers of underage drinking.”

“We are unveiling the We Don’t Serve Teenscampaign today to help prevent underage purchases and consumption of alcohol throughout the year. The Foundation for Advancing Alcohol Responsibility has found that 65% of the youth say that they get the alcohol they drink from family and friends, meaning they get it from their parents, their friends’ parents, older siblings or family members or older friends, with or without permission. Turning a blind eye is as irresponsible as putting a drink in their hands,” said Erik Strickland of The Foundation for Advancing Alcohol Responsibility.

To determine parents’ perspective on the issue of adults providing alcohol to underage youth, The Foundation for Advancing Alcohol Responsibility commissioned a survey of 1,000 adults.  The results show that, overwhelmingly, parents do not believe it is acceptable for other adults to provide beverage alcohol to underage youth.  Ninety-six percent of adults said it is unacceptable for another parent or other adult to provide alcohol to their teenager without their permission.  Further, all survey respondents said if they learned another parent or adult provided alcohol to their teenager without their permission, they would consider taking recourse against the other parent, or their child.    

The top actions adults would take include:

  • speaking with my child about the dangers and consequences of underage drinking (93%),
  • call that adult and express my objections/feelings/opinions (86%),
  • restrict my child's time at that family's house (80%),
  • limit my child's relationship with that family (76%),
  • notify other parents (74%), and
  • punish my own child (69%). 

Other actions adults report they would take if such an incident occurred include calling the police (44%), reporting the incident to the school (40%), and taking legal action, such as file charges, sue them, etc. (34%).

“Among 12-20 year olds, more than 39 percent reported past month alcohol consumption in Wisconsin (Substance Abuse and Mental Health Services Administration),” said Petersen.  “Protecting the safety, particularly the safety of our state’s most precious resource – our young people – is a top priority for the Wine and Spirits Wholesalers of America. Restaurants, wholesalers, retailers – all of us – need to play a role in the fight against underage drinking, to lower, and hopefully eliminate, underage drinking in Wisconsin.”

McHugh added, “We are working hard to ensure that teens do not have access to alcohol. But we can’t do it alone. It is our hope these point of sale materials will remind adults that serving alcohol to underage youth is unsafe, illegal and irresponsible.”

Underage drinking is against the law in Wisconsin.  Period,” said Captain Negron. “While it is certainly important to discourage underage sales, kids get alcohol from other sources, and kids can be very creative about obtaining alcohol. Parents, retail establishments, community groups – we all have a role to play in the fight against underage drinking.”

King added “Roundy’s is very serious about preventing underage drinking.  Three years ago we launched our ‘We Card Because We Care’ initiative in which everyone who purchases alcohol or tobacco products in our stores is required to show valid proof of age.  The Foundation for Advancing Alcohol Responsibility’s ‘We Don’t Serve Teens’ campaign is yet another way that we can add to our commitment to keeping the youth in our community safe, and we are excited to be a part of it.”

Badger Liquor and the Wisconsin Wine and Spirits Institute will distribute point of purchase materials to 350 retail establishments in Milwaukee. Additionally, the Wine and Spirits Wholesalers of America, Inc. will distribute at least 60,000 packages of We Don’t Serve Teens materials to retailers nationwide. The Century Council has distributed Attorney General Van Hollen’s radio PSA to radio stations also across the state, as a reminder to parents and other adults that providing alcohol to teens can mean serious consequences and to encourage them to speak up about underage drinking.

The “We Don’t Serve Teenscampaign involves a coalition of public and private sector organizations brought together by the Federal Trade Commission, that includes The Century Council, Wine and Spirits Wholesalers of America, Inc., the U.S. Department of Treasury Alcohol and Tobacco Tax and Trade Bureau, the National Alcohol Beverage Control Association, Students Against Destructive Decisions, the National Liquor Law Enforcement Association, the Responsible Retailing Forum, the National Association of State Alcohol and Drug Abuse Directors, Inc., the National Consumers League, and the American Beverage Licensees. Elements of the campaign include a television public service announcements, print ad, lapel pins, cold case stickers, register signs, and posters.  For more information on the campaign or to order materials visit

Launched in 1991, The Century Council is funded by America's leading distillers. The Foundation's mission is to promote responsible decision-making regarding beverage alcohol and discourage all forms of irresponsible consumption through education, communications, research, law enforcement and other programs. For more information on the Foundation, log onto
CONTACT: Lindsay Law
The Foundation for Advancing Alcohol Responsibility
via email