Coors and Heineken — Your Partners in Responsibility

If you are in the business of selling alcohol, responsibility is a word that should always be on your mind. Demonstrating to your customers, community and public officials that you are a responsible purveyor of beer, wine and spirits is not only the right thing to do for society, it earns you the right to participate in policy discussions that have an impact on laws governing consumption. While we should all be grateful to organizations such as Madd and Sadd for raising our collective awareness about the perils and tragedies caused by drunk driving, there will always be citizens who vilify demon alcohol while pushing their zero tolerance agenda. But there is another side of the story and it is important to take action to demonstrate that our industry is serious about the responsible, moderate consumption of alcohol. You may have talked the talk, but have you walked the walk?

The Coors Brewing Company and Heineken USA have been at the forefront of the responsibility message. Both companies have committed substantial amounts of money and resources to educate the public about moderate consumption and the health benefits of beer while not ignoring the problems associated with underage drinking and substance abuse. "We had a comprehensive responsibility program at the Super Bowl and made more people aware of the importance of designated drivers signing up 700 before kickoff," said Ed Van Den Ameele a Coors Responsibility Field Manager. "Even at Coors promotions across the country leading up to the game, our 'Hero Campaign for Designated Drivers' recognized and rewarded individuals for their actions."

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