Heineken USA To Use Latest Technology To Prevent Underage Drinking and Access At Sponsored Events

Heineken USA To Use Latest Technology To Prevent Underage Drinking and Access At Sponsored Events

First Time AgeBand(TM) Age/ID Verification System Will Be Used by Alcohol Beverage Company for a Series of Concert Events

WHITE PLAINS, N.Y., July 29 /PRNewswire/ -- Heineken USA and Precision Dynamics Corporation (PDC) announced today an agreement under which PDC will provide its AgeBand(TM) Electronic Age/ID Verification Wristband System for a series of use at a number of Heineken-sponsored concerts this year. Heineken USA is the first alcohol beverage company to use the AgeBand(TM) technology for a series of concert series events.

"We chose to work with PDC because their AgeBand(TM) technology is state-of-the art, and we will accept nothing less in our efforts to prevent underage consumption," said Dan Tearno, Vice President, Corporate Affairs, Heineken USA. "Heineken USA is committed to promoting the responsible consumption, marketing and sale of our products, and for those under 21 years of age, that means no purchase or consumption of alcohol beverages. AgeBand(TM) will help us ensure that anyone enjoying a Heineken-sponsored event is of legal drinking age."

PDC's AgeBand(TM) Electronic Age/ID Verification Wristband System collects, verifies and prints driver's license and other authorized ID card information directly on patrons' wristbands to provide maximum protection against underage drinking. The system verifies the authenticity of driver's licenses and other IDs using special software developed in conjunction with the departments of Motor Vehicles' credential testing labs. The system scans the magnetic stripe or 2-dimensional bar code of an ID and instantly prints an AgeBand Wristband with pertinent patron information including, "Age ID Verified 21."

"The beauty of AgeBand is that it deters patrons planning to use fake IDs before they even try to enter an event that is restricted to those 21 and over. But if they take the risk, they face the power of a technology that is extremely accurate and reliable in catching them," said Victor LaRosa, PDC Radio Frequency ID and Age ID Manager. "AgeBand is an effective and easy-to-use system that practically eliminates the risk of allowing access to an event where alcohol beverages are served to an underage person to purchase and consume alcohol beverages at public events, such as concerts. We are pleased to be working with Heineken USA, a company that has with this initiative underscored its commitment to being a leader in promoting responsible consumption and to fighting underage drinking."

At press time, Heineken USA will use PDC's AgeBand(TM) Electronic Age/ID Verification Wristband System at Street Scene in San Diego, July 29-30 and at AmsterJam, August 20-21 in New York City (a 21 and older event). More than 100,000 are expected to attend Street Scene, where PDC will assist Heineken USA by providing its own employees to deploy AgeBand; more than 30,000 attendees are expected at AmsterJam. Heineken USA is currently considering the use of AgeBand technology at its other sponsored events.

About Heineken USA

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcohol brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

About Precision Dynamics

With nearly 50 years of experience, PDC is the global leader and pacesetter in the development of automatic identification wristband systems. The company introduced the first patient Bar Code ID Wristband System in 1984, the Smart Band(R) Radio Frequency Identification (RFID) Wristband System in 2000, and the AgeBand(TM) Electronic Age/ID Verification System in 2004. PDC is committed to 100% quality in service, design, and manufacturing. This is substantiated by their ISO-9001: 2000 and ISO-13485: 2003 certification at their main facility in San Fernando, CA. Plans to establish certification at their new facility in Tijuana, Mexico are underway. For more information, visit http://www.pdcorp.com/.

Source: Heineken USA

CONTACT: Tamara Moore of Heineken USA, +1-914-681-4153,
Tmoore@heinekenusa.com; or Richard Chernela of Euro RSCG Magnet,
+1-212-367-6875, richard.chernela@eurorscg.com

Web site: http://www.enjoyheinekenresponsibly.com/
http://www.pdcorp.com/

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