Abstract
A SURVEY OF EXECUTIVES IN THE LARGEST US AND CANADIAN BREWING COMPANIES REVEALS ACKNOWLEDGEMENT OF A DRUNK-DRIVING PROBLEM IN WHICH THEIR PRODUCT IS IMPLICATED THROUGH MISUSE. IT IS THOUGHT THAT THE INDUSTRY CAN AND SHOULD ENDORSE COUNTERMEASURES PREMISED ON THE RESPONSIBILITY OF THE DRIVER AND DRINKER, WHICH LEADS TO ACTIVE COOPERATION WITH THE ANTI-DRUNK-DRIVING MOVEMENT IN NORTH AMERICA. HOWEVER, THE INDUSTRY CAN AND SHOULD OPPOSE DRUNK-DRIVING COUNTERMEASURES PREMISED ON A NEGATIVE VIEW OF THE PRODUCT; THIS STANCE IS LIKELY TO RESULT IN FUTURE CONFLICT WITH THE MOVEMENT.(Author/publisher).