To build on Steve Heller’s comments and in light of the holiday season that is upon us, I wanted to post about Operation Maestro. Operation Maestro, is a Diageo-sponsored program in Canada that helps making the smart choice of having a designated driver, a little easier and top-of-mind.

Though there have been sharp declines in alcohol-related traffic accidents in Canada during the past 25 years, an average of just under 4 Canadians are still being killed every day. In light of these statistics and in the context of focus by many within our industry on alcohol safety, Diageo Canada’s year-round designated driver program, Operation Maestro, aims to prevent alcohol-related automobile accidents by encouraging Canadians to “Celebrate life responsibly”. In fact, Operation Maestro is one of many programs and part of a worldwide initiative, the latest chapter in Diageo’s longstanding commitment to responsible drinking and road safety.

Throughout the month of December, as part of Operation Maestro, Diageo will once again partner with police forces across Canada, by sponsoring RIDE programs and driver spot checks, aiding police to communicate safe driving messages and STOP impaired drivers.

While we are pleased with the progress that has been made to address the issue, more efforts at all levels of government and within our industry are needed to support public awareness, education and enforcement.

Remember that while out celebrating this holiday season (and always), to ensure that family and friends act responsibly and either take a cab or appoint a designated driver.