It's a tiny crystal filled tube-like device that could help stop people from driving drunk and a London-based distillery is attaching it to an array of its products.
Black Fly Beverage Co. became the first Canadian spirits company to begin affixing single-use breathalyzers to its packages of mixed drinks this week.
The co-founders of the 14-year-old company, husband and wife Rob Kelly and Cathy Siskind-Kelly happened upon the Alcograd breath test while on a visit to the United States.
"When we first took a look at it we had a tremendous amount of questions. We needed to be convinced that it was a really positive product to look at promoting alongside our products," said Siskind-Kelly. "The more we did research about it the more excited we were that it absolutely fit our mandate to promote social responsibility."
The Alcograd breathalyzer being affixed to Black Fly mixed drinks.
The small device was developed by a Quebec company and is manufactured in Toronto. It has the approval of the U.S. Food and Drug Administration and is endorsed by MADD Canada.
"It's maybe two thirds the height of a pen, skinny and small. We like that design," said Siskind-Kelly. "It is easy to take with you to have something responsible as a point of discussion if you are at somebody's house. If someone says they think they are fine to drive, you have a tool in which to help discuss and get people to instead take a cab, an Uber, sleepover or use a designated driver."
When a person breathes into the Alcograd, crystals inside of it change colour depending on the individual’s alcohol level.
"It's very simple. You press the ends together, which breaks the seal. You blow two times for ten seconds and after a couple of minutes one of four colours shows up," said Siskind-Kelly.
White indicates a zero blood alcohol level while purple means a 0.08 level - the maximum legal blood alcohol concentration for licensed drivers in Canada. The device does not measure beyond the 0.08 mark. The warning range for drivers in Ontario is between 0.05 and 0.08.
The breathalyzers can be found on Black Fly Mixed Berry, Lemon Lime Vodka Soda Fizz, Grapefruit Gin Soda Fizz, and Crushed Orange Vodka over the next four weeks. Siskind-Kelly hopes to run the promotion again before the end of the year.