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’The King’ and ’King of Beers’ Drive Home Responsible Drinking Message with Race Fans


Richard Petty and Anheuser-Busch Launch Budweiser Designated-Driver Campaign

Charlotte . – “The King” and the “King of Beers” hope adult race fans cheering on their favorite NASCAR drivers will make responsible choices before the green flag waves. Richard Petty, the most decorated driver in the history of NASCAR, and Anheuser-Busch announced today they are teaming up on a new Budweiser responsibility campaign aimed at reminding fans to use a designated driver. The new campaign is being launched nationwide this week in time for Sunday’s NASCAR race in Charlotte.

“Racing is about winning, and we think it’s important to remind fans that everyone wins by choosing a designated driver,” said Petty. “We’re very excited to work with Anheuser-Busch to help make sure everyone gets home safely on race day and anytime their activities include alcohol.”

The campaign materials read, “Designated Drivers…Preferred By Kings Everywhere,” and include the text, “The King of the Road and the King of Beers remind you to choose a designated driver. Two out of three American adults have been or used a designated driver. Thanks for making sure everyone gets home safely.”

“It’s truly an honor for us to partner with Richard on this important message to race fans,” stated Carol Clark, Anheuser-Busch’s vice president of Corporate Social Responsibility. “Choosing a designated driver is a sure route to victory lane.”

According to a survey conducted by TNS Custom Research, two out of three American adults—137 million people—said they have been or used a designated driver, and 9 out of 10 American adults believe designated drivers are an excellent or good way to help reduce drunk driving.

The campaign materials include a print ad, outdoor board, T-shirt and sign-making materials. Budweiser’s more than 600 wholesalers nationwide will use these materials locally in their markets at retailer locations, racing venues, in publications and through other promotional race-related outlets. Drivers in the Charlotte area will be able to see the debut of the outdoor board as they travel northbound on I-85 toward Lowe’s Motor Speedway over the Memorial Day Weekend.

Thanks in part to increased awareness of the importance of designated drivers and strong law enforcement, drunk-driving fatalities nationwide continue to decline. According to the National Highway Traffic Safety Administration, drunk-driving fatalities have declined 38 percent since 1982.


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