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Molson Coors Celebrates Responsibility With Rides Home for the Holiday Season

Submitted by: Molson Coors Brewing Company

Categories: Health & Wellness, Corporate Social Responsibility

Posted: Dec 16, 2008 – 07:57 AM EST


Cheers to Having Holiday Fun and Making the Right Decisions

Dec. 16 /CSRwire/ - DENVER and MONTREAL, Dec. 16 /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; TSX) 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.

"Alcohol responsibility is of particular importance during the holiday season when we are all celebrating," said Bart Alexander, vice president, global alcohol policy and corporate responsibility for Molson Coors. "Most people already know that part of celebration is making the right choices about sober rides home, offering food with drinks and non-alcoholic choices alongside alcoholic beverages. These are the kinds of good decisions that Molson Coors celebrates."

In Canada, the Molson Angels and a 'Taking You Home for the Holidays' campaign will remind people to get home safe during the holiday season. Building off of Molson's responsible drinking theme of "Here's to Responsible Choices," the programs raise awareness of services to help support safe travel for people who are on the move -- around the world, around the country, or simply heading home from the pub.

In Montreal and Quebec City, the Molson Angels -- a team of two Molson representatives dressed in white from head to toe -- will visit bars providing taxi vouchers to bar personnel. In addition, this year Molson celebrates their 10 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.

This season, to help everyone in the country get home safely, Molson will be offering a 10 percent discount on TAXIGUY dollars through email distribution and http://www.taxiguy.com. Molson will also connect with consumers through an e-card, found at http://www.jollyjinglers.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 States, MillerCoors will continue a long tradition of supporting programs in its "hometown" markets. In its 21st year of operation in Milwaukee and 15th year in Waukesha and Madison, Wisconsin, the MillerCoors Free Rides program will provide free New Year's Eve transportation on transit systems. Online and offline ads, through bus boards and web banner ads, will help get the word out about the program. It is supported by distribution partners, government officials, advocacy organizations and traffic safety administrators. Further information for consumers is available at http://www.millercoorsfreerides.com.

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.

Additionally, MillerCoors is partnering with The Regional Transportation District, RTD, to make RTD everyone's designated driver for New Year's Eve. RTD buses, light rail and call-n-Rides, along with access-a-Ride and skyRide with service to Denver International Airport, will provide free service from 7 p.m. on December 31, 2008 to 6 a.m. on January 1, 2009.

In the United Kingdom, Coors Brewers provides tips for responsible drinking on their website at http://www.coorsbrewers.com/seriousabout/alcoholresponsibility.html. Coors Brewers also helps fund The Drinkaware Trust, an independent non-profit organization focused on bettering drinking habits in the U.K.

Through the Drinkaware program, in an effort to reach younger legal age drinkers, a new unit calculator was recently introduced. This easy-to-use tool helps consumers decipher the alcoholic content of beverages. Additionally, a new pocket-sized, quiz-based guide is also now available, just in time for the holidays.

As the holiday season grows closer, the current Let's Talk About Drinking publication, which provides guidance for parents on how to talk to children about alcohol, is being revised and will be available for the New Year.

About Molson Coors Brewing Company:
Molson Coors Brewing Company is one of the world's largest brewers. It brews, markets and sells a portfolio of leading premium quality brands such as Coors Light, Molson Canadian, Molson Dry, Carling, Coors, and Keystone Light in North America, Europe and Asia. It operates in Canada, through Molson Canada; in the US, through the MillerCoors joint venture; in the U.K. and Ireland, through Coors Brewers Limited. For more information on Molson Coors Brewing Company, visit the company's Web site, http://www.molsoncoors.com. For more information about the company's commitments to corporate responsibility, visit http://www.molsoncoors.com/responsibility.

For more information, please contact:

Kabira Hatland Molson Coors Brewing Company
Phone: +1-720-317-4172

For more from this organization:

Molson Coors Brewing Company


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