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Safe rides home

Our US joint venture, MillerCoors is committed to encouraging at least one million consumers a year to be designated drivers or to choose alternative transport and avoid drink-driving. Consumers can be a part of the campaign by pledging to be a designated driver, utilizing 1800TAXICAB services or participating in Miller Lite and Coors Light Free Rides™ programmes. Over the last three years, MillerCoors has engaged 8.7 million people in these ways. Its success so far has led it to set a new target of engaging 10 million people by 2015.

Since 1987, the Miller Lite Free Rides™ programme in Milwaukee has provided safe transport home for over three million people after public celebrations. In 2012, MillerCoors became the first corporate sponsor of Chicago's New Year's Eve Penny Rides programme, taking 130,000 revellers safely home.

Responsible retailing programme

A Millers High Life bar tap

In partnership with the Responsible Retailing Forum and Brandeis University, MillerCoors in the USA has developed the Respect 21 Responsible Retailing Programme to help retailers avoid selling alcohol to underage individuals. During the 12-month programme, each retailer receives branded underage-prevention point-of-sale items, a help guide based on a government-recognised document and quarterly newsletters and management tools. To monitor progress, retailers receive quarterly, confidential, legal-age, mystery shopper inspections.

This academically researched programme has helped to change the behaviour of over 1,000 retailers in more than 20 communities since its launch in 2005. Every city in which the programme has been implemented has seen improvements. In Miami there was a 100% increase in the number of times retailers requested proof of age. In New York, pass rates increased from 67% in the first quarter of the programme to 89% by the end.