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"This program underscores the fact that promoting responsible drinking is not just the responsibility of one group. By working together, sports leagues, concessionaires, brewers, and others can implement successful alcohol management training and awareness programs through TEAM Coalition."
--- Joe McClain, President, Beer Institute
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TEAM Coalition was in Philadelphia, PA for the 2012 Bridgestone Winter Classic promoting responsiblity among NHL fans. Fans stopped by the Molson Canadian house tent to enjoy fun, games and made the pledge that:
- I am 21 years of age or older.
- I will provide responsible transportation for all members of my group.
- I will not purchase and/or drink alcohol beverages at this event or during my time as a designated driver.
Fans who made the pledge to be responsible were entered into a drawing to win a Hockey stick, puck, jersey, t-shirt, and hat compliments of Molson Canadian, Coors Light and TEAM Coalition. Over 500 fans made the pledge to be designated drivers at Winter Classic!
Fans who made the designated driver pledge had the opportunity to pose in front of a backdrop with the partner logos and received a souvenir photo to commemorate the special event.
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NATIONAL CAMPAIGN: Responsibility Has Its Rewards™
2012 NHL Winter Classic Responsibility Message:
- We're Big Fans Of Responsible Fans
RHIR PARTNERS INCLUDE:
- National Hockey League
- Molson Canadian
- Coors Light
- TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community
WHAT: NHL, Molson Canadian, Coors Light and TEAM Coalition encouraged hockey fans to pledge to be desingated drivers. Designated drivers received free souvenir photos with the campaign message as well.
WHERE: 2012 NHL Winter Classic in Philadelphia, PA
WHEN: December 31, 2011 to January 2, 2012
About the National Hockey League:
The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other major professional sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, ESPN America, NHL Network™) and radio (NHL Radio™, Sirius XM Satellite Radio and XM Canada) . Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer™ and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to
www.nhl.com
About Molson Canadian:
Molson Canadian lager has been a staple in the Canadian beer landscape for over fifty years, providing generations of Canadians with clean, crisp refreshment. Made using Canadian water, Prairie barley and no preservatives in six locations across the country this award-winning beer is recognized as a symbol of Canadian beer distinction around the globe. With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Coors Canada is proud to be the nation's pre-eminent brewer.
www.MolsonCanadian.com
About MillerCoors:
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 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 Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light.
The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Through MillerCoors new craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing 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, Wisconsin, 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 the best beer company in America 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.
www.GreatBeerGreatResponsibility.com
About TEAM Coalition:
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities,
concessionaires, stadium service partners, the beer industry, distillers, broadcasters, governmental traffic
safety experts, and others working together to promote responsible drinking and positive fan behavior
at sports and entertainment facilities. www.TEAMCoalition.org
US DOT / NHTSA 2010 NATIONAL DATA:
- In 2010, 10,228 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 4.9% from the 10,759 fatalities in 2009
- Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.
- Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.
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