Serving With CARE

Responsibility.org

The Challenge

For 33 years, Responsibility.org has led the fight against drunk driving and underage drinking by providing proven solutions that save lives and improve conversations around alcohol responsibility.

Based on a 2025 tracking study commissioned by Responsibility.org, 81% of consumers expect hospitality venues to promote responsible consumption and 64% are more likely to visit establishments committed to alcohol responsibility.

To address this need for partnership with the hospitality sector, in 2026 Responsibility.org piloted Serving With Commitment to Alcohol Responsibility & Excellence (CARE). This initiative builds on years of work between Responsibility.org and the industry to establish practical guidance, leadership support, and visible recognition for venues that lead the way in responsible alcohol service.

Responsibility.org approached Beekeeper Group looking for a platform to bring this campaign to life. The goals were to simplify the sign-up process for new businesses while also allowing for easy promotion of venues that commit to following their guidelines.

The Approach & Solution

In a matter of weeks, Beekeeper Group developed a custom campaign website to:

Promote the new campaign and gain trust/reputation in the hospitality industry,
Allow for easy sign-up for venues, all fed to a central database, and
Educate both venues and the public about Serving With Care’s mission and goals.

To allow for quick and simple iterating as the program’s specifics came together, Beekeeper Group relied on an AI-assisted clickable prototype to create a theme and WordPress blocks to keep the editing experience consistent for the team.

This allowed us to go from concept to review within a week’s time, allowing additional time to fine-tune the look, feel, and user experience into an effective, streamlined tool.

The Results

Serving With CARE launched in September 2026 with over 430 members through partnership with SAFE Bar Network.

As the program grows, the signup flow is extremely easy both for new venues and for the Responsibility.org staff: prospective members complete the form and agree to one of two levels of participation based on their current operations and standards.

The completed form is sent into a review queue and the review team is notified, and approval only takes a single click. The new member is added to the database and will show up on the homepage immediately with the 12 most recently approved establishments.

Beekeeper Group is proud to partner with Responsibility.org as the initiative grows into 2027 and beyond.

Four blue and white boxes display principles: training alcohol-serving staff, preventing underage access, empowering responsible choices, and supporting safe trips home—all part of serving with care inspired by Responsibility.org. The navigation bar and an Apply button are at the top.

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