Molson Coors Celebrates Responsibility With Rides Home for the Holiday Season

December 23, 2009

DENVER and MONTREAL, Dec. 23 /PRNewswire-FirstCall/ — As the holiday season rapidly approaches, many look forward to festive parties, travel and the gathering together of family and friends. Molson Coors Brewing Company (NYSE: TAP) honors the vast majority of consumers who make safe and responsible choices as they enjoy all of the festivities and increased travel the holiday season brings. Molson Coors supports programs that reinforce making good decisions about drinking throughout the United States, Canada and the United Kingdom during the holiday season.

“In this season of celebration, we thank and congratulate all those who make good decisions about having a good time,” said Bart Alexander, vice president, global alcohol policy and corporate responsibility for Molson Coors. “Let’s all plan a sober ride home before going out, offer foods and non-alcohol choices alongside alcohol beverage, and look forward to ringing in the New Year together.”

In the United States, MillerCoors will continue its long tradition of supporting programs and partnerships that support drunk driving prevention and emphasize a shared responsibility with consumers to keep our roads safe. In its 22nd year of operation, the MillerCoors Free Rides program will provide free rides on public transportation during key holidays in cities across the country such as Minneapolis, Chicago, Denver, Milwaukee and Madison, among others. The community service program reminds consumers to plan ahead for a safe ride home and to keep the holidays memorable for all the right reasons. Further information for consumers is available at http://www.millercoorsfreerides.com. In addition, under the MillerCoors platform, “You Hold The Key, Never Drive Drunk(TM)”, cab vouchers are being offered in more than 85 markets to help encourage consumers to choose alternative transportation rather than drive under the influence.

In Denver, MillerCoors is partnering with multiple organizations to ensure people get home safely. In a partnership with retail establishments, MillerCoors will provide cab vouchers for distribution to consumers on New Year’s Eve. To help educate on voucher availability and provide an outlet to purchase additional vouchers, a web site, http://www.planaheadcolorado.com, developed through a partnership with the Colorado Department of Transportation, will map out establishments providing cab vouchers, along with overnight parking and partnering hotels.

Molson Coors Canada is spending over $120,000 this year to help raise awareness and support communities across the country in their efforts to encourage responsible drinking this holiday season. Its 2009 “Taking You Home for the Holidays” campaign includes the sponsorship of free transit service across a number of cities on New Year’s Eve. In addition, the Molson Coors Angels – a team of two Molson Coors representatives – will visit bars in Montreal and Quebec City distributing over $5,000 in TAXIGUY Dollars www.taxiguy.com. This year, Molson Coors celebrates their 11 year partnership anniversary with TAXIGUY, a nationwide network of over 20,000 taxis linked together through one toll-free phone number, to help reduce drinking and driving. The “one country … one number” campaign has resulted in more than 2.7 million rides home safely in the past decade. The New Year’s Eve transit programs offer free public transportation on the transit system on New Year’s Eve to help ensure people get home safe after ringing in the New Year. It encourages everyone to plan to get home safe by letting public transit be their designated driver.

Building off of Molson Coors Canada’s responsible drinking theme of “Here’s to Responsible Choices,” Molson Coors Canada will also connect with consumers through an e-card, found at www.jingleheads.ca, which allows users to customize a message to a friend, family member or colleague reminding them of the importance of responsible drinking.

In the United Kingdom, Molson Coors (UK) also helps fund The Drinkaware Trust, an independent non-profit organization focused on bettering drinking habits in the U.K. and supports the Campaign for Smarter Drinking which has appeared on 25 million packs of Carling. Molson Coors (UK) also provides tips for responsible drinking on their website at www.coorsbrewers.com/seriousabout/alcoholresponsibility.html. Through the Drinkaware program, in an effort to reach younger legal age drinkers, a unit calculator helps consumers decipher the alcoholic content of beverages.

About Molson Coors Brewing Company:

Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the US through MillerCoors; and in the U.K. and Ireland through Molson Coors UK. For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company’s Web site, www.molsoncoors.com. For more information about the company’s commitments to corporate responsibility, visit www.molsoncoors.com/responsibility.

SOURCE Molson Coors Brewing Company

Source: newswire

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