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Hill Street Beverages begins challenge promotion

Toronto-based Hill Street Beverages, a maker of alcohol-free beer and wine, has begun a promotion called the "Hill Street Challenge" that encourages consumers to abstain from alcohol for 30 days. The initiative makes use of a series of online videos that use humour to focus on the benefits of lower alcohol consumption. Also, consumers who pledge to take the challenge via social media can also vote on a participating charity to receive a $10,000 donation from the company. Participating charities include the Arthritis Society of Canada and Prostate Cancer Canada. The promotion will run until Jan. 31.

"The Hill Street Challenge is a great way to begin the new year on a healthier note," said David Pullara, chief marketing officer at Hill Street. "By taking the challenge and sharing your intentions on social media, you not only do something good for yourself, but can also help one of our amazing charity partners secure a big donation. Of course, giving up alcohol doesn’t have to mean giving up on having a beer or wine with your friends or meals. That's where our award-winning alcohol-free Hill Street beverages can help."

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