US: Coors teams up with Hero Campaign for drink-drive initiative
The US arm of Molson Coors has lined up a responsible drinking initiative in Arizona, offering residents the chance to win a pair of tickets to next month's Super Bowl.
Coors Brewing Company said yesterday (2 January) that it has teamed up with the Hero Campaign to "reward safe driving and alcohol responsibility". The Coors Super Bowl 'Be a Hero' Responsibility Contest runs from now until 14 January on MIX Radio in Phoenix, and will consider nominations for a designated driver who has taken responsibility for bringing a group of his or her friends home after a night of partying; someone who started a safe ride home programme, or someone involved in an alcohol awareness task force.
"Coors Brewing Company is very pleased to have third-party partners in this Super Bowl program who have the same values and goals that we have - as it relates to alcohol responsibility," said Ed Van Den Ameele, field manager for alcohol responsibility at Coors. "We have had a successful and outstanding relationship with Bill Elliott and the Hero Campaign for the past several years."
The Hero Campaign was established by Bill and Muriel Elliott of New Jersey, after their son was killed in a head-on collision with a drunk driver in 2000.
The Super Bowl is scheduled to take place on 3 February in Arizona.
The pub environment in the UK is changing as a result of measures such as the smoking ban and changing consumer preferences. And with concern over excessive alcohol consumption continuing to rise, Ann...
It has survived the Iron Curtain, endured rationalisation in the global drinks industry and numerous changes in its distribution and even a feud with the Russian state, but Stolichnaya is still standi...
The 61st World Health Assembly published its resolution on "Strategies to reduce the harmful use of alcohol" last month. Ben Cooper examines the resolution and the response from public health agencies...
Anheuser-Busch has agreed to cease production of caffeinated alcohol beverages, following pressure from several US states....
Molson Coors is introducing a new "cold" bottle, which turns the Coors Light mountains from white to blue when the beer is chilled to four degrees celsius or less,to its line-up in Canada....
Asahi Breweries is looking to begin exporting whiskey to Russia in July, according to local reports....
The Australian government is helping to launch an advertising campaign designed to influence generational change towards responsible consumption of alcohol. The campaign, which has been created by lob...
The Distilled Spirits Council has launched a radio ad across Delaware assailing a proposed 50% alcohol tax increase on beer, wine and spirits. The ad points to what DICUS calls the "hypocrisy of legis...
- Craft spirits shake-out will be just the beginning
- How Treasury is rewriting the rule book - Comment
- The decline of the flagship beer brand - Comment
- Drinkable yogurt - The next drinks opportunity
- Coca-Cola India suspends bottling operations
- Diageo brands need "fixing and nurturing" - TWE
- Diageo revamps Gordon's gin bottle in UK
- SAB shareholders granted AB InBev vote split
- Craft Brew Alliance poised for AB InBev takeover?
- Diageo's Guinness Rye Pale Ale - NPD
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages