MillerCoors Unveils New Corporate Responsibility Identity
MILWAUKEE, Wisc. and GOLDEN, Colo. (March 31, 2009) – MillerCoors has unveiled a new responsibility identity and logo to reinforce the company’s strong commitment to being a responsible corporate citizen. “Great Beer, Great Responsibility” will serve as MillerCoors tagline for alcohol responsibility and be displayed on the packaging, point-of-sale materials and advertising of MillerCoors brands.
The new identity encompasses the company’s five key responsibility focus areas: alcohol responsibility, environmental sustainability, community investment, volunteerism, and ethics and transparency. The focus areas are also embedded in the company’s business strategy to become America’s best beer company.
“We work hard every day to brew great beer, and believe that we also have a responsibility to exhibit leadership in areas such as alcohol responsibility, environmental stewardship and a commitment to our communities and people,” said Cornell Boggs, chief responsibility and ethics officer for MillerCoors.
Boggs noted that MillerCoors is committed to growing “our business the right way” by emphasizing responsibility in everything we do. “When you choose one of our beers, we hope you will think about our commitment to responsibility,” he said. Boggs said MillerCoors also wants consumers to take responsible actions by planning ahead to never drive drunk and respecting the legal drinking age.
“Great Beer, Great Responsibility” will appear in ads starting this spring; it will be on packaging later this year.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of alcohol beverages. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.
Kim DeVigil Laurie Leopold