Silver Spring, Md. (Feb. 23, 2010) – The Wine & Spirits Wholesalers of America (WSWA), the National Football League Players Association (NFLPA) and Discovery Education announce a new partnership creating the It’s 21. Just Pass initiative. Designed to reinforce the message that the legal drinking age is 21 and challenge high school students’ knowledge about the laws and consequences of underage drinking, It’s 21. Just Pass has launched in 21 cities across the country.

The central component of this effort is the It’s 21. Just Pass challenge which targets high school students and features:

• A quiz which challenges students’ current knowledge while providing critical information about the laws and consequences related to underage drinking;

• A drawing to award one $5,000 scholarship (students become eligible by taking a short online quiz); and an assembly featuring an NFL player, awarded to the school with the highest challenge participation levels.

In addition, the It’s 21. Just Pass online video forum encourages students to create short videos about the dangers and consequences of underage drinking for a chance to win two tickets to an area NFL game.

“WSWA is committed to community programs that address underage access to alcohol,” said Craig Wolf, President and CEO, Wine & Spirits Wholesalers of America. “By partnering with the NFLPA and Discovery Education, we’ve leveraged high-profile sports personalities and a very credible educational resource to help us develop an innovative campaign that demonstrates our ongoing commitment to become an industry leader in social responsibility.”

“The NFLPA proudly supports all of its players in their community service endeavors,” said George Atallah, NFLPA Assistant Executive Director External Affairs. “Ventures like ‘It’s 21. Just Pass’ give these player role models an invaluable platform to spread a positive message.”

“Discovery Education is committed to empowering educators with the tools and resources that engage students in learning each and every day – whether those lessons are about the solar system or the consequences of underage drinking,” said Mary Rollins, Vice President of Education Partnerships, Discovery Education. “We are pleased to partner with WSWA and NFLPA on the It’s 21. Just Pass initiative, and look forward to collaborating on this joint mission to educate teachers, parents and students about the dangers of underage drinking.”

More Information

To learn more about It’s 21. Just Pass, visit www.its21justpass.com.

For more information on Discovery Education streaming or any other products and services from Discovery Education, please visit www.discoveryeducation.com or call 800-323-9084.

About the Wine & Spirits Wholesalers of America

The Wine & Spirits Wholesalers of America (WSWA) is the national trade organization representing the wholesale tier of the wine and spirits industry. It is dedicated to advancing the interests and independence of wholesale distributors and/or brokers of wine and/or spirits. WSWA members operate in all 50 states and the District of Columbia. These American businesses distribute 70 percent of all wines and spirits sold in the U.S., and are privately-held, family-owned operations that deliver consumer choice, product integrity and promote responsible consumption.

About the NFL Players Association

The National Football League Players Association is the exclusive collective bargaining agent for all players employed by clubs of the National Football League, and is governed by a volunteer board of active NFL players elected by their teammates on each team. Founded in 1956, the Association works to ensure that the rights and interests of NFL players are protected. The NFLPA negotiates benefits, working conditions, minimum salaries, and the salary cap/free agency system with NFL management; provides legal representation for players in disputes with clubs and the NFL; and certifies player agents and administers a program to register financial advisors. In addition, the NFLPA strives to be a valuable resource and to maximize player opportunities on and off the field through membership programs and community activities. The NFLPA founded and owns a separate for-profit marketing and licensing company called NFL PLAYERS.

About Discovery Education

Discovery Communications (NASDAQ: DISAD, DISBD, DISCK) revolutionized television with the Discovery Channel and is now transforming classrooms through Discovery Education. Powered by the number one non-fiction media company in the world, Discovery Education combines scientifically proven, standards-based digital media and a dynamic user community in order to empower teachers to improve student achievement. Already, more than half of U.S. schools access Discovery Education digital services. Explore the future of education at www.discoveryeducation.com.

Contacts

Wine & Spirits Wholesalers
of America
Jerry Brown
202-371-9792
jerry.brown at wswa dot org
www.wswa.org

NFL Players Association
Jilane Rodgers
202-572-7504
jilane.rodgers at nflplayers dot com
www.nflplayers.com

Discovery Communications
Stephen Wakefield
240-662-2893
stephen_wakefield at discovery dot com
www.discoverycommunications.com

C. Blohm & Associates, Inc.
Emily Embury
608-839-9800
emily at cblohm dot com
www.cblohm.com

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