a l c o h o l r e s p o n s i b i l i t ya <strong>great</strong> <strong>responsibility</strong><strong>MillerCoors</strong> believes there is no <strong>great</strong>er<strong>responsibility</strong> than promoting theresponsible consumption of our products.Responsibility is the core of our businessand we work every day to:• Help prevent drunk driving• Reduce underage access to alcohol• Ensure adherence to our strictmarketing standards• Partner to address college campus issuesResponsibility on the RoadWe believe that drunk driving ispreventable. In 2009, <strong>MillerCoors</strong> providedalternative transportation to hundredsof thousands of people through drunkdriving prevention efforts,including Miller Lite FreeRides, 1-800-TAXICABand other designateddriver programs. We’recommitted to expandingMark Adkins, President, 1-800-TAXICAB, Inc.our efforts and askingconsumers to join in ourcommitment to being “one million strong” <strong>MillerCoors</strong> works collaboratively with ourin 2010 by pledging to be a designatedcommunity stakeholders to prevent drunk driving:driver or planning ahead for• <strong>MillerCoors</strong> teamed with Coors Distributingsafe transportation.Company and Colorado State Patrol todistribute 1,000 cab vouchers on theIn 2009, we expanded our Miller Liteopening day of baseball.Free Rides program to four new markets:• We distributed 13,000 cab vouchersPanama City Beach, FL; Louisville, KY;at Applebee’s restaurants during the holidayNashville, TN; and Chicago, IL.season as well as educational materials to<strong>MillerCoors</strong> is also the exclusive partner tohelp prevent drunk driving.1-800-TAXICAB, the largest transportationrelated<strong>responsibility</strong> program in history. Inother partners, we succeeded at• Together with TEAM Coalition and2009, in partnership with 1-800-TAXICAB,encouraging more than 25,000fans at five NFL stadiums towe launched the Miller Lite Taxi Finderpledge to be designated driversiPhone application, which helps consumersduring the 2009 football season.locate a cab using GPS technology.The Miller Lite Free Rides bus navigates throughdowntown Chicago during the holiday season.“After a 10-year history, the 1-800-TAXICAB program continuesto grow in terms of volume, reach and programming elements.<strong>MillerCoors</strong> has helped us to assist millions of consumers take ataxi through phone, online and taxi voucher field efforts.”2015 goalEncouragesix million peopleto pledge to planahead and takea safe ride6
dial1-800-taxicabDrunk driving is preventable. <strong>MillerCoors</strong>encourages consumers to plan ahead for safealternative transportation. We partner with1-800-TAXICAB, the largest transportationrelated<strong>responsibility</strong> program in history, to helppeople plan ahead by providing cab vouchers andgenerate awareness of the program. Since 2006,<strong>MillerCoors</strong> has worked with 1-800-TAXICAB tooffer nearly 149,000 cab vouchers.7
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