a l c o h o l r e s p o n s i b i l i t y21 and over, only<strong>MillerCoors</strong> knows it takes collective action to help reduceunderage drinking. We work closely with our stakeholders,including the Federal Trade Commission, local lawenforcement, parents, distributors, retailers and communitygroups, to help prevent youth access to alcohol.Our Respect 21 Responsible Retailing Program,developed in partnership with Brandeis University andthe Responsible Retailing Forum, helps communities raiseawareness and guides retailers in improving practices toprevent underage access to alcohol.In 2009, we worked with our distributors to expand theprogram to four new locations: State College, PA; SaltLake City, UT; Madison, WI; and Fort Myers, FL. In Respect21’s five-year history, we’ve introduced the programto 15 communities, with measurable improvementsrecorded in all locations. In La Crosse, Wisconsin,the program helped the community join together toaddress the issue of underage drinking. In Albany,New York, mystery shopper results improved from77 to 100 percent over a five-month period.8We also recognize the role parents play in preventingunderage drinking. <strong>MillerCoors</strong> partners with theSearch Institute to provide education informationspecifically for parents. In 2009, we launched a digitalmarketing campaign for MVParents.com, recentlyrenamed ParentFurther.com, driving 50,000 parentsto the website monthly to find tools to empowerteens to make the right decision not to drink.The website is grounded in Search Institute’s 40Developmental Assets , a framework of positivecharacteristics that help youth thrive and avoidnegative behaviors, such as underage drinking.Search Institute’s research shows youth with31–40 of the Assets are 15 times less likely toabuse alcohol than teens with 10 or fewer.Getting home safelytastes <strong>great</strong>We encourage consumers to planahead. In the past 22 years, morethan 2.3 million people haveparticipated in the Miller Lite FreeRides program on key holidays.AccountabilitythroughSelf-RegulationAccording to a 2008 FTCreport, self-regulatorypractices by alcoholcompanies are successfulat ensuring content doesnot appeal to underageaudiences.We recognize that consumersand stakeholders interactwith our brands in themarketplace, and we strive toresponsibly advertise.<strong>MillerCoors</strong> has a strictself-regulation processand reviews all marketing for adherence to stateand federal regulations. Our advertising is intendedonly to reach legal-aged adults and our policies andverification process ensures that at least 70 percentof any programming audience is 21 and over.To ensure that our commitment to <strong>responsibility</strong> isrepresented consistently, we train sales and marketingemployees, as well as external advertising agencies, onthe <strong>MillerCoors</strong> Marketing Compliance Code (MCC). In2009, we set a goal to train all teams on the new MCC,and by the close of the year we succeeded in training85 percent of sales and marketing employees, and 75percent of agencies. To reach our goal, our in-persontraining efforts are continuing in 2010.We also adhere to external compliance codes, such asthe Beer Institute’s Compliance Review Board process,which involves a third-party review panel for advertisingrelatedconsumer complaints.<strong>MillerCoors</strong> is constantly engaging externalstakeholders, and makes changes when necessary toits advertising. In 2009, we voluntarily pulled our MillerLite Taste Protector television advertisements followingobjections from one special interest group.Our distributors are also dedicated partners insupporting our commitment to responsibly sell andpromote our <strong>beer</strong>s. We offer tools to help distributorseducate retailers, inform consumers and bringsolutions to communities.
a l c o h o l r e s p o n s i b i l i t y<strong>great</strong> partners on campus<strong>MillerCoors</strong> works with its stakeholders to ensure that alcohol is consumedresponsibly on college campuses. We engage our community partners to developlong-term solutions to help prevent underage access to alcoholand overconsumption.We work with the W.I.N. Foundation to help empower women on collegecampuses through the Raise Your Standards Program. The goal of the programis to educate college-aged women about the dangers of overconsumption andalcohol abuse, as well as safety and prevention. From 2008 to 2009, we increasedour outreach on campuses by nearly 40 percent – connecting with 3,250 studentsacross seven college campuses.Great Beer,Great Responsibility.comIn 2009, we launched a new website,www.GreatBeerGreatResponsibility.com,to engage stakeholders and consumerson responsible <strong>beer</strong> consumption.Leading Responsibly<strong>MillerCoors</strong> executives and employees lead our company in growing our businessthe right way. We hold our employees to high standards and work to ensure that ourpeople are informed, engaged representatives – inside and outside of the company.Researched and developed over the course of 2009, we’re launching a newAlcohol, Behavior and Communication (AB&C)training program to help employees betterunderstand the issues associated withalcohol consumption.In addition to educating employees on thecompany’s employee alcohol policy, theAB&C training will drive employeeengagement by facilitating anopen dialogue. For example,employees discuss howalcohol affects the body,what it means to drinkresponsibly and theimportance of theirrole as an employee ofa <strong>beer</strong> company.Employees at Fred’s Pub,located on our Milwaukee campus.looking back.In 2009, we exceeded our drunk driving prevention goals, providing severalhundred thousand safe ride alternatives and implementing more than one hundreddrunk driving prevention programs in partnership with local distributors. Weexpanded our Respect 21 program to four new markets and are continuing to trainall sales and marketing employees, as well as external agencies, on the <strong>MillerCoors</strong>Marketing Compliance Code to achieve our 2009 target to train 100 percent.looking ahead.Expand Free Rides program to five new markets•Increase designated driver programs to three new venuesLeverage exclusive sponsorship of 1-800-TAXICAB to promotesafe alternative transportation•Expand Respect 21 program to four new marketsEngage and educate 100 percent of employees through Alcohol,Behavior and Communication training9
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