North America
Preventing underage drinking
In the United States, where the legal drinking age is 21, MillerCoors have created ‘Respect 21’, a partnership wit the Responsible Retailing Forum and Dr Brad Krevor of Brandeis University and local distributors which gets retailers engaged in improving efforts not to sell alcohol to underage customers.
Retailers are given training materials to help them fill gaps in their current policies and practices. Mystery shoppers of legal age are then sent in to purchase alcohol. The mystery shoppers evaluate how well the staff did in asking for and validating their proof of age. They provide on-the-spot feedback, and a performance evaluation is sent the owner.
Our campaigns: Parental education
See how we're helping parents talk to their children about not drinking
