It’s been 30 years since Labatt first launched its responsible drinking messages to consumers, an effort that has surely reversed what was then an incredibly damaging side effect of alcohol consumption: impaired driving. Three decades later, our generation is beginning to reap the benefits.

New research from Ipsos Reid – sponsored by Budweiser – shows that young people have grown to associate being the DD (once regarded the ultimate buzzkill on any given night out) as something of an honour.

“People are feeling pride and fulfillment from being the designated driver,” says Labatt Brand Manager Andrew Oosterhuis, a conclusion supported by the fact that 8 out of 10 Canadians report committing to the role of DD in the past three years. “We feel these people should be recognized more.”

And that’s exactly what #THANKABUD is all about. Just in time for the August long weekend, Budweiser is building on the momentum of public opinion that designated drivers make an important contribution to the safety of their communities and deserve greater, positive recognition. Without going any further, check out the video below:

Definitely makes you feel warm inside. So while only 55% of survey respondents currently agree that designated drivers get enough credit for the service they perform, here’s to changing that. Thanking a bud can be as easy as sharing the video above or as noble as returning the favour the next time your pals need a ride home after a night of drinking. Have an enjoyable and safe long weekend.

About The Author is Canada's leading online lifestyle magazine for driven young professionals. We cover all aspects of millennial life including social, professional, and charitable engagements. We're young, connected, ambitious, and one hell of a lively bunch.

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