August 28, 2009 - Spirits maker Brown-Forman launched an online website and forum called Our Thinking About Drinking, as part of its comprehensive corporate responsibility initiative. As they've described it, the company has gone on record to share the company’s positions on significant issues being discussed by a broad and varied range of stakeholders, including individuals, families, local communities, researchers, and legislative bodies and policy organizations around the world. Secondly, they're encouraging a conversation by asking people to leave comments to share their views.

“Deciding to be transparent about the company’s positions requires us to seek balanced information, feedback, and insights on an ongoing basis – a practice that we hope will help inform our employees, business partners, and other stakeholders,” said Jim Bareuther, executive vice president global business development. “It is an opportunity for us – and for all interested parties – to contribute to the ongoing dialogue and discussion about the role of alcohol in society and how to curtail abuse and promote responsible consumption.”

Currently, the website covers five subject areas which provide summaries of research, policy considerations, and the company's position on various issues, including drunk driving, alcohol and pregnancy, legal drinking age, and binge drinking, among others.

• Youth & Alcohol
• Drinking & Driving
• Alcohol & Health
• Overconsumption
• Marketing & Access

In contrast to a traditional cause campaign and display of ethical spirit, the company appears to be quite earnest in their efforts. They've gathered some interviews with three field professionals and are looking forward to sharing insights and feedback as dialogue progresses.