Our Social Responsibility message for January is in partnership with Preventable.ca and focuses on drinking and winter sports.

It is that time of the year again where crowds get out and hit the slopes! Teaming up with Preventable, this campaign asks people to reconsider their alcohol consumption when out on the mountain. 

Alcohol and winter sports is a very risky combination as alcohol has a big effect on an individual’s judgment and reaction time. Being in high altitudes affects the body’s ability to process alcohol and it makes a person more inclined to take risks which may lead to serious injuries. Alcohol impairs a person to make sound decisions – decisions that they might not do when sober. 

BC Liquor Stores and Preventable.ca’s campaign for the season reminds people to keep alcohol consumption out of the slopes to avoid any injuries to the person and to others. So keep sharing the winter fun, stay safe on the mountains by keeping sober.