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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."

--- Liz Tobin, Senior Director of External Affairs, Beer Institute
 
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RHIR Partners with MillerCoors and United Distributors at the Atlanta Bank of America Classic
MillerCoors, United Distributors and the Atlanta Bank of America Classic Embrace the
Responsibility Has Its Rewards National Campaign

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TEAM traveled to Atlanta, GA to reward fans who promised to never drive drunk and always have a designated driver at the Atlanta Bank of America Classic at the Georgia Dome on Saturday September 26, 2009. "You Hold the Key Never Drive Drunk" was the responsibility message for all Tennessee State University and Florida A & M University fans at the Coors Light pregame tailgate party.

MillerCoors, United Distributors and TEAM Coalition partnered to educate Atlanta Bank of America Classic fans about the importance of designating a driver, demonstrating positive fan behavior and wearing their seatbelt.

Coors Light girls and fans show that with great taste comes great responsibility at the tailgate party at the Atlanta Bank of America Classic

Responsibility really Has Its Rewards when fans who pledge to be responsible receive free souvenir photos at the Coors Light tailgate party at the Atlanta Bank of America Classic     Fans promise to never drive drunk and always have a designated driver

NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

Atlanta Bank of America Classic Message:
  • You Hold the Key Never Drive Drunk
  • Great Beer Great Responsibility
  • Fans Don't Let Fans Drive Drunk
RHIR PARTNERS INCLUDE:
  • MillerCoors
  • United Distributors
  • TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community

WHAT: MillerCoors, United Distributors and TEAM invited Atlanta Bank of America Classic fans to make the pledge to be responsible by never driving drunk and always having a designated driver. Nearly 400 fans pledged and they all received souvenir photos branded with the partners' logos and the responsibility message.

WHERE: Georgia Dome in Atlanta, GA

WHEN: Saturday, September 26th

MillerCoors: MillerCoors is committed to ensuring that our products are marketed only to and consumed only by adults of legal drinking age. We strictly adhere to the Beer Institute Advertising and Marketing Code. We have adopted our own tough internal marketing compliance codes, and our retailer education efforts are industry-leading. www.millercoors.com.

TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service partners, the beer industry, 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 2008 NATIONAL DATA:
  • In 2008, 11,773 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 9.7% from the 13,041 fatalities in 2007
  • 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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