An annual campaign to promote responsible drinking habits and raise awareness about the importance of not selling alcohol beverages to anyone under 18 years old. It involves visits of company employees to points of connection (POCs). Employees wear shirts and badges and hand out stickers and brochures with the messages: "We do not sell alcohol to minors"; "+18 = Responsible Sales"; and "I request ID, I am responsible".
Between November 2007 and March 2012, "+18 = Responsible Sales" involved more than 50,000 stores and vendors and involved several thousand employees.
In 2014, more than 30,000 stores and vendors received +18 responsible drinking message material, and salesmen were involved in the campaign.