Besides, Layton adds, the app provides a way for the LCBO to extend beyond billboards, commercials and other advertising and reach more people. "This app was a way to broaden our reach. This is our first foray into social media," Layton said.

The new Speak Up! app offers nine messages in a male or female voice. The choices include pre-party suggestions to plan for a safe way home and reminders at the party. There's another, for later on: "As the night winds down, I just wanted to remind everyone that if you've been drinking and need a cab, come see me and I'll call one for you."

The app available from iTunes also comes with 50 mocktail or alcohol-free recipes and is the latest approach in the LCBO's Deflate the Elephant public campaign to help prevent drinking and driving.

"It's a subtle app," Layton said. "We always say if you want to be a responsible host, plan ahead," he said, adding the app offers hosts another way to do just that.

The new app arrives following tougher drinking and driving laws that went into effect year and with new penalties for Ontario motorists caught with lower concentrations of alcohol in the blood.