"Mothers' Against Drunk Driving (MADD) is entering the drinks business"

"Mothers' Against Drunk Driving (MADD) is entering the drinks business but not in the way you may think. In conjunction with Hill Street Marketing, the anti-alcohol group is launching MADD Virgin Drinks that include three "cocktails" without alcohol (Mojito, Margarita and Pina Colada), along with a virgin Lager & Lim and virgin red and white wine. They said in a statement that "distribution is not yet confirmed," and Hill Street is currently in talks with "traditional retailers" to carry their product."

So I find this completely ironic - this is like the candy companies making candy to look like cigarettes. If they are against drinking why encourage it at all?

What are the thoughts here - is this a good or bad idea and why?