News Release
 March 27, 2012
CONTACT: Katie McKenna

WILLIAMSVILLE, N.Y. – TOPS Friendly Markets today announced that in honor of Alcohol Awareness Month, observed during the month of April, the company has partnered with Px20, a collaboration of Erie County agencies dedicated to preventing substance abuse and promoting mental and physical health, to raise awareness of underage drinking. Today, Px20 agencies were at Tops Friendly Markets’ Elmwood Avenue location to announce local efforts around raising awareness of underage drinking as well as conduct Project Sticker Shock, a program designed to remind consumers that it is illegal for anyone 21 or older to purchase or provide alcohol to minors.

Nationwide, approximately 10 million people under the age of 21 drank alcohol in the last month according to the latest data from the National Survey on Drug Use and Health. According to survey data collected in the Western New York area, 70 percent of local teen drinkers start at age 15 or younger. Participants in this event included Sean Simet, Erie County Sheriff’s Office Captain of Patrol Services; Andrea J. Wanat, Executive Director of Erie County Council for the Prevention of Alcohol and Substance Abuse; Matt Smith, Executive Director of Preventionfocus Inc.; Pete Hill, Health and Wellness Coordinator of Native American Community Services; Craig Dumbleton, Vice President & Key Account Relationships & Marketing, Try It Distributing; and, Andy Brocato, Tops Friendly Markets Director of Community Relations.

Immediately following the press conference, the group conducted Project Sticker Shock, a stickering program in the alcoholic beverage aisle at Tops by placing brightly colored stickers on multipacks of beer and other alcoholic beverages. The stickers provide warning messages to purchasers about the penalties for furnishing alcohol to minors and are placed on all multi-packs of beer, wine coolers, and other alcohol products that might appeal to underage drinkers.

National Alcohol Awareness Month, observed during the month of April, is designed to highlight the numerous health and safety problems caused by excessive drinking by anyone, and to educate teens and parents about the dangers of underage drinking.

More About Px20: Px20 is the coordinating council of prevention service providers formed as part of implementing the “Comprehensive Prevention Plan: Erie County Department of Mental Health 2009-2012” to enhance coordinated, collaborative prevention activities in Erie County. “Px” is shorthand for “prevention”, while “20” places the group’s focus in the 21st century by allowing continuing initiatives to be labeled Px2010, Px2011, ect. The Px20 group is a direct outcome of a year-long process initiated by the Erie County Department of Mental Health (which oversees most prevention funding in Erie County, New York) to develop a multi-year comprehensive prevention plan that incorporates data-driven decision making and evidence-based practices into a local framework. The process included the examination of a large body of data on the distribution of substance abuse risk factors and impacts. The “Comprehensive Prevention Plan: Erie County Department of Mental Health 2009-2012” consists of nine sections including the development of the plan, the mission of prevention, guiding principles for prevention programs (including environmental prevention), system collaboration and development, system impact, and career enrichment. To learn more, visit

More about Tops Markets: Tops Markets is headquartered in Williamsville, NY and operates 132 full-service supermarkets – 126 company-owned and six franchise locations. With more than 14,000 associates, Tops is a leading full-service grocery retailer in upstate New York and northern Pennsylvania. For more information about Tops Markets, visit the company's website at


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