TIRF is the acknowledged leader in road safety research. Its mission is to reduce traffic related deaths and injuries. Beer Canada partners with TIRF to maintain an up-to-date understanding of drink-drive statistics and to develop research-based programs targeted at reducing the incidence of drinking and driving. Beer Canada has purchased more than $1 million in research and programming from TIRF since the mid-1990s.
Beer Canada accepted the invitation to work with a wide range of stakeholders that included representatives from federal, provincial and territorial governments, addictions agencies and non-governmental organizations on a comprehensive strategy that recognizes the respective roles of all the players in addressing alcohol-related harm. General consensus on the strategy was achieved in 2007 and Beer Canada continues to be engaged in the implementation of the recommendations identified in the strategy.