MillerCoors Activates Designated Driver Programs This Holiday Season
Brewer launches nationwide efforts to help promote responsible celebrations
CHICAGO, Dec. 19, 2011 /PRNewswire/ -- MillerCoors is celebrating the holiday season with a series of programs and partnerships to help prevent drunk driving and encourage consumers to plan ahead for safe celebrations. The company will implement its signature Miller Lite Free Rides™ program in six cities on New Year's Eve, and is partnering with communities, distributors and local organizations to promote additional safe ride programs during the season.
"The holidays are a time to celebrate, and we hope consumers who choose to enjoy our great beers will also make the responsible choice to get home safely," said Kim Marotta, director of corporate social responsibility for MillerCoors. "Whether they choose alternative transportation, designate a driver or stay overnight at a hotel or a friend's home, there is always a better option than driving drunk."
Miller Lite Free Rides, which offers free public transportation during key holidays, will be offered on New Year's Eve in Chicago, Milwaukee, Waukesha, and Madison, Wisconsin, and the Twin Cities. Within its 24-year history, more than 2.75 million people have participated in the program. In 2011 136,670 people rode Miller Lite Free Rides during St. Patrick's Day festivities, the Kentucky Derby and all Green Bay Packer home football games.
In addition to Miller Lite Free Rides, MillerCoors is implementing a number of other programs nationwide to promote the use of designated drivers and planning ahead for alternative transportation:
- As the exclusive sponsor of 1-800-TAXICAB, a national taxi dispatch service, MillerCoors reminds people there is always an alternative to driving drunk. Locating a cab is easy – no matter where you're located; dial the toll free number and you will automatically be connected to a local-area taxi company. This year, more than 700,000 calls have been routed.
- In partnership with the Denver Regional Transportation District (RTD) and Colorado Department of Transportation, Coors Light is providing free transit rides on New Year's Eve in the Denver metro area.
- Cab vouchers are being offered at key accounts in nearly 20 markets across the country to help encourage consumers to choose alternative transportation rather than drive under the influence.
- Together with TEAM Coalition, a new designated driver program will commence in Philadelphia during the NHL Winter Classic alumni game on New Year's Eve and the Classic on January 2, 2012.
- Click-It-2-Ride, in partnership with CBS Radio and Coors Light, will be activated in Seattle-area restaurants and bars. Participating accounts will display a special QR Code POS that once "clicked" with the consumer's smartphone will provide the user with the instant ability to speed dial a taxi and view responsible drinking information.
- The "One Million Strong" effort asks consumers to "Take the pledge" at GreatBeerGreatResponsibility.com to prevent drunk driving and join MillerCoors effort to reach one million pledges each year. Legal-aged consumers can also share their plan to celebrate the holidays responsibly and be entered to win one of four gift cards valued at $500 to put towards their plan.
MillerCoors believes that with great beer, comes great responsibility. In addition to its drunk driving prevention efforts, the company also takes a comprehensive approach to promote the responsible consumption of its products by legal-aged adults. To find out more about the company's various alcohol responsibility initiatives, visit www.GreatBeerGreatResponsibility.com
About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Tenth and Blake Beer Company, MillerCoors craft and import company, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.
SOURCE MillerCoors
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