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The Indiana Association of Beverage Retailers represents nearly 500 members who own package liquor stores. As front-line enforcers to curb underage drinking, store owners and employees are the overlooked guardians in “carding” and confiscating fake IDs. An innovative partnership was developed with the nation’s leading manufacturer of high-tech scanning devices to use in stores near major universities. The Homecoming weekend news conferences showcased the devices in retail outlets and the intent of owners to remain on the right side of the law. As the first retail demonstration in the nation aimed at underage buyers, the media ripple resulted in coast-to-coast coverage as well as statewide saturation. Prominent articles with photos illustrating the hundreds of confiscated IDs appeared in the Chicago Tribune, San Jose Mercury News, USA TODAY, CNN.com, The Houston Chronicle and The Washington Times.