At Molson Coors putting the safety and enjoyment of our consumers first is how we create relationships that last a lifetime. Our 2025 goals will ensure that we continue to work collectively to sustain consumer confidence that beer has a proper place in society and fits within a well-balanced lifestyle. By 2025, we aim to implement impactful programs to prevent underage drinking and drunk driving in every market where we sell beer.
Getting Home Safely
We support a range of initiatives in many of our markets to enable our consumers to get home safely. Through our partnership with transit companies, 1-800-TAXICAB, Uber, and designated drivers, we are making sure that beer drinkers have a range of options to get home safely so that they never drive drunk.
Our unique partnership known as TaxiGuy has helped over 5 million Canadians get home safely, with 172,900 rides in 2016. Learn more here.
Since 2008, our Bulgarian business unit Kamenitza AD has run the ‘Alcohol is a Bad Driver’ campaign. For 2016, the campaign used the cinema to unite and engage even more people in the campaign.
In Bosnia and Herzegovina, we reached over 500 participants in 2016 with our program “Happy New Year without Victims” to increase awareness and increase traffic safety over the holidays. In partnership with the local Ministry of Traffic and Republic Agency for Traffic Safety, we held a press conference to remind citizens about the harmful impacts of drunk driving. We also travelled throughout the country in an educational caravan, making stops in four cities to distribute flyers and engage pedestrians in a “drunk goggle” simulator experience to remind people how dangerous it is to drive under the influence.
Promoting Responsible Consumption
We recognize that having effective quality partners is essential to successfully reducing the harmful use of alcohol. In the U.S., we partner with nationally recognized organizations such as the Responsible Retailing Forum in the U.S. and the Respect 21® program to team up with retailers and distributors to prevent underage access in college communities. We also maintain valuable partnerships with the Techniques for Effective Alcohol Management (TEAM) Coalition and Training for Intervention Procedures (TIPS®), providing training for retailers as well as in stadium venues to promote responsible alcohol service and consumption that helps reduce drunk driving.
Since 2012, we’ve been working closely with 13 other leading beer, wine and spirit companies and with governments around the world to deliver a reduction in harmful use of alcohol as signatories of the Global Commitments through the International Alliance for Responsible Drinking (IARD). By 2025, we will continue to partner with global alcohol producers to reduce harmful alcohol use by 10% and encourage consumers to have sociable and responsible drinking occasions.