Proof Alliance and Minnesota Liquor Stores Partner to Raise Awareness of Fetal Alcohol Spectrum Disorders as Pandemic Alcohol Sales Soar 20%


By the minneapolis egotist / /

On National Drink Wine Day (Feb. 18), the Minnesota Municipal Beverage Association and Haskell’s member stores will distribute specialty wine bags addressing the risks of drinking any amount of alcohol while pregnant.

 Local nonprofit organization Proof Alliance is partnering with the Minnesota Municipal Beverage Association (MMBA) and Haskell’s liquor stores to lead the industry in responsible drinking practices. Starting on Feb. 18, National Drink Wine Day, about 50 participating liquor stores will begin distributing wine and other spirits in specialty brown paper bags with powerful graphic messages that direct wine-buyers to The bags will help encourage conversation about fetal alcohol spectrum disorders (FASD), emphasizing that there is no known amount of alcohol that is safe to drink during pregnancy.

In large part due to the COVID-19 pandemic, gross liquor receipts in 2020 increased about 20% statewide to almost $32 million for municipal and nonmunicipal stores, according to the Minnesota Department of Revenue. With an increase in alcohol consumption, it is more important than ever to ensure wine consumers — especially those who are pregnant or may be family planning — are getting clear facts. That’s why Proof Alliance is partnering with MMBA and Haskell’s to lead the Minnesota community in responsible drinking practices.

“MMBA is proud to partner with Proof Alliance on this important cause,” said Paul Kaspszak, executive director of MMBA. “My liquor store members have been busier than ever during the pandemic, and we continue to embrace the importance of alcohol safety and education throughout the state.”  

Ted Farrell, president of Haskell’s, said the increase in alcohol sales this year has prompted more caution. “Haskell’s will continue to lead the industry in responsible drinking, and we are grateful to partner with Proof Alliance to provide trusted information to our customers within the Minnesota community,” he says. 

The participating liquor stores will distribute Proof Alliance’s specialty brown paper bags at each point-of-purchase beginning Feb. 18. About 25,000 bags will be released during the launch — each serving as a medium for communicating Proof Alliance’s mission to prevent FASD.

“FASD is 100% preventable, yet one in nine women report to drinking while pregnant,” said Sara Messelt, executive director at Proof Alliance. “It is our goal to empower women with trusted information so they can enjoy their favorite glass of wine without worry — especially during these times of isolation and uncertainty.”

This campaign was created and executed by Colle McVoy, a full-service creative agency.


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