Coors Brewing Company Announces New Initiative to Remind Consumers They Hold the Key to Preventing Drunk Driving

GOLDEN, Colo.--(BUSINESS WIRE)--Just in time for Memorial Day and the official kick-off to summer, Coors Brewing Company (CBC) is launching a new alcohol responsibility initiative designed to remind consumers that they hold the key to preventing drunk driving. The “You Hold the Key… Never Drive Drunk” campaign reminds adult consumers of the relatively simple solutions to preventing drunk driving, the most important being to plan ahead. The campaign will be supported through print advertising as well as logos on all CBC television, print, radio and outdoor ads.

In its latest consumer survey, CBC found that the number one responsibility issue that consumers expect brewers to address is drunk driving. This new campaign gives a specific call-to-action and reminds consumers that they are not invincible.

“We’ve always been focused on promoting the responsible enjoyment of our products and this campaign speaks directly to our consumers in a way that will resonate with them,” said Bill Young, director, U.S. alcohol responsibility, Coors Brewing Company. “We’ve built this program so that all of our distributors and retailers nationwide can participate and help consumers prevent drunk driving.”

The Coors “You Hold the Key… Never Drive Drunk” logo will appear in all CBC brand advertising in 2008 and be experienced by consumers when they see “You Hold the Key… Never Drive Drunk” advertising and bar/restaurant programs in 2009. The program has three primary elements:

• Responsible Alcohol Server Training: CBC recognizes that bartenders and servers have an important role when it comes to promoting the responsible use of its products. Skills-based responsible alcohol server training is designed to provide participants the confidence, decision-making skills and information they need to prevent drunk driving as well as underage drinking.
• Designated Driver Programs: CBC encourages the use of designated drivers. Programs will be available to encourage consumers to plan ahead and choose a designated driver or sign up to be a designated driver. Participating accounts will agree to provide soft drinks or other non-alcoholic beverages to designated drivers, identified by custom wristbands, during the evening.
• Taxi Cab Programs: CBC encourages consumers to use the 1-800TAXICAB national taxi dispatch service to plan ahead for safe alternate transportation home. It’s an easy-to-remember, free phone call that dispatches a cab wherever and whenever a consumer needs it.

Coors Brewing Company will continue its partnership with MVParents.com and its “21 Means 21” logo will remain on all packaging.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company (NYSE:TAP)(TSX:TAP). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, George Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima. For more information on Coors, visit the company's Web site, www.coors.com.