France: CER partnership with Kronenbourg Breweries received its veto

The partnership between Kronenbourg Breweries and CER (Centre Education Routière) has hit the wall. The number one French brewer expressed the willing to start prevention actions against alcohol abuse among the young drivers who have attended the group’s driving-courses, RTL communicated June 22.

The ministerial delegate Rèmi Heitz was the one who gave his veto to the upcoming controversial partnership.

In the context of a general banning of alcohol use among drivers, the association between a brewery and a driving-school would seem very unlikely to materialize. Nevertheless, CER had decided to enable a commercial partnership operation with Kronenbourg against alcohol use among the young drivers.

The second chain of driving-schools in France which groups not less than 400 adherents had the intention to distribute a 7 minutes long DVD film which represented young drivers facing different situations or preconceptions about alcohol. It wasn’t a Kronenbourg commercial, nor an apologia to alcohol. It had to be broadcasted to over 120,000 young candidates to a driving license, beginning with September. The cost of the operation: EUR100,000.

“The prevention of driving under alcohol influence is a high priority to every public service,” Rèmy Heitz has unveiled. He “was surprised to find out CER wanted to associate its mission of teaching young drivers with an alcohol brand and was extremely worried about the general confusion which maid emerge to the detriment of the security on roads.”


Now, Kronenbourg was demanded to revoke another operation. With the beginning of the holydays, the brand wanted to distribute on the A6, the Paris-Rhine-Rhone highway, within the next days 130,000 small cans of “Pur Malt”, a non-alcohol beer.

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