MillerCoors Launches Transportation Programs to Help Consumers Celebrate the Holidays Responsibly
MillerCoors will celebrate the holiday season this year with several programs and partnerships that support drunk driving prevention and emphasize a shared responsibility with consumers to keep our roads safe. Through these initiatives, the company provides opportunities for of-age consumers nationwide to engage with the message that “with great beer, comes great responsibility.”
“The holidays are a time when local law enforcement spends extra effort to ensure that our roads stay safe,” said National Fraternal Order of Police president, Chuck Canterbury. “MillerCoors alternative transportation programs like ‘Free Rides’ go a long way in assisting our officers across the country to keep more cars off the road on these key dates and raise awareness for drunk driving prevention.”
MillerCoors is encouraging consumers to celebrate the holidays responsibly and never drive drunk by offering a number of alternative transportation initiatives:
• Miller Lite Free Rides™ offers 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. Recently expanded this year to Chicago, Louisville and Nashville, the program has a 22 year history and has provided more than 1.8 million free rides since its inception.
• 1-800-TAXICAB, a national taxi dispatch service, reminds people there is always an alternative to driving under the influence. Locating a cab is easy – no matter where you’re located; dial the toll free number and you will automatically be connected with a local-area taxi company.
• Cab Vouchers are being offered in more than 85 markets to help encourage consumers to choose alternative transportation rather than drive under the influence by providing discounted cab rides in connection with key holidays and retail-sponsored promotions. These discounts are offered under the MillerCoors platform, You Hold The Key, Never Drive Drunk™.
“Drunk driving is completely preventable and our alternative transportation programs are an important aspect of our overall commitment to promoting responsible decision making,” said Kim Marotta, vice president of corporate social responsibility for MillerCoors. “We also seek to take it a step further with consumers who choose our great beer brands and hope they will celebrate holidays and special occasions responsibly. Whether they choose alternative transportation, designate a driver or stay overnight at a hotel or friend’s home, there is always a better option than driving drunk.”
In the past year, MillerCoors expanded its responsibility program activity and consumer engagement, while aligning these activities under the company’s new corporate social responsibility platform, Great Beer, Great Responsibility™. Brand advertising incorporated the Great Beer, Great Responsibility logo starting early in 2009, Miller Lite and Coors Light responsibility advertising launched in October 2009 and, most recently, the company introduced a new consumer Web site, GreatBeerGreatResponsibility.com, to educate visitors on its responsibility commitments and engage users through interactive content.
Built on a foundation of great beer brands and more than 288 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 refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel 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, WI 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 America’s best beer company 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.