Marketing Responsibly at MillerCoorsDrunk Driving Prevention at MillerCoorsPreventing Underage Access at MillerCoorsResponsibility on College Campuses at MillerCoorsResponsible Fan Behavior at MillerCoorsEmployee Training at MillerCoors

 

2011 Highlights: Responsible Beer Consumption

  • In 2011, we launched the Great Plays Grant Program to provide eligible colleges and universities $10,000 grants to support responsible consumption efforts for legal-age students.
  • We implemented the Respect 21™ program in a total of 23 communities and 1,198 retailers around the U.S. since the program’s inception.
  • In 2011, we achieved a record 794,754 phone calls and more than 1.3 million webpage visits to 1-800-TAXICAB.
  • Through our Gold Cup soccer responsible consumption program, a total of 5,356 fans pledged to drink responsibly or received taxicab vouchers.
  • More than 1,500 fans pledged to be designated drivers at the National Hockey League Winter Classic.

Core beliefs about responsible consumption at MillerCoors

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