A city campaign to curb addiction in vulnerable neighbourhoods has pushed Canada's largest brewer to stop distributing a cheap but popular drink.
Molson Coors Canada has halted distribution of Black Label Big 10 in Alberta.
The alcohol is the equivalent of about 7 cans of beer and costs just over $5.
The city's Neighbourhood Empowerment Team determined it was the drink of choice among vulnerable addicts in the McCauley area.
And after hearing about the problems, Molson Coors Canada decided to make a move.
“We believe we have a duty with our consumers and our communities to encourage choices,” says Molson Coors Canada’s Andrew Stordeur, “and we believe delisting Big Black Label 10 we're demonstrating that commitment today.”
The fear though is that with less options, drinkers will find other, more dangerous, ways to find their fix.
“There's a real reality in the community of the consumption of non-beverage alcohol. We’re worried by eliminating certain brands it will drive folks to that. So we have to be super proactive in terms of working with the merchants who are selling this and really ensure that their selling it for the intended purpose.” Kris andreychuk of the Neighbourhood Empowerment Team, “It is addictions at the heart of this. This isn’t about social drinking, it’s addictions driving this problem.”
The Neighbourhood Empowerment Team will be monitoring the campaign over the next few weeks.
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