Mother’s Against Drunk Driving (MADD) has linked up with a Canadian marketing firm to introduce a line of MADD sponsored and labeled mojitos, margaritas, pina coladas, beer, and red, white and sparkling wines that are 100% alcohol free.
They’re an alternative for people who want to serve drinks with “the great taste needed to make guests feel like they are part of the party — but without the alcohol,” said MADD’s national president, Laura Dean-Mooney. ~ The Associated Press
Even though I am a supporter of MADD and agree that non-alcoholic “mimic” drinks may be a good alternative for designated drivers, I do question the wisdom of putting their name on adult beverages regardless of the content. MADD already has a large host of detractors from the ABI to minimum age opponents, and this move will certainly give them a controversial issue to target.
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A good example of making hay with “MADD drinks” is this opinion piece from DUIattorney.com accusing MADD of selling out… and making a very convincing argument.
It looks to me like MADD is taking it’s esteemed reputation—earned and bolstered by thousands of volunteers, private donations and federal and state tax dollars—and turning it into a name-brand. MADD is using MADD.org to bolster the marketing for MADD, Inc, and thereby profiting from its years as a tax-exempt organization.
Final verdict, I think MADD has made a poor move here. For those that don’t have abuse issues non-alcoholic beverages are fine substitute, but since they have no problem abstaining in the first place it’s sort of a moot point. And for those of us with a history of abuse I strongly discourage the use of these products- it’s not a terribly smart path. Non-alcoholic mimic beverages seem like a good idea on paper, but the market and their realistic use is overestimated in my opinion. MADD will gain another revenue stream from this line of products, but the possible alienation of their supporters and the assured attacks from their opponents may not be worth the effort.
{ 4 comments… read them below or add one }
This is absoulutely a crazy idea. Why would MADD even consider this avenue!! My son is a victim of a drunk driving crash and will suffer for the rest of his life because someone chose to drink and drive. I teach at a local high school and you think putting your name on a non-alcoholic beverage will deter teens. They might start out this way, but it will eventually lead to a stronger beverage. I think you have certainly lost your credibility by choosing this avenue.
Agreed Barbara- I do not think MADD made a good move here. Seems less advocacy related and more financially motivated.
My uncle is the one who came up with this product… It is meant for people who want to experience the taste of an alcoholic beverage but do not want to have to drink alcohol. In my mind, i think it is an amazing product.
But still a poor choice for MADD IMHO.