Responsible NASCAR Fans Rewarded at Richmond International Raceway


Partners Promoting Responsibility at Track include
Miller Lite, Drive Smart Virginia and TEAM Coalition


Jill Pepper, TEAM Coalition 202-669-0357
Aimee Turner, Richmond International Raceway – 804-228-7507,
Courtney Schiesher, Olson for MillerCoors – 312-577-1758,
Rob Richardson, Drive Smart Virginia 804-929-2988

RICHMOND, VA. (04/30/2012) -Responsible NASCAR fans earned valuable rewards at Saturday night’s Capital City 400 Presented by Virginia is for Lovers, at Richmond International Raceway. Miller Lite, Drive Smart Virginia and Techniques for Effective Alcohol Management (TEAM) Coalition partnered to promote responsible drinking and traffic safety at Richmond International Raceway.More than 500 fans made the pledge to be a designated driver for their group. All of them had the opportunity to receive a free souvenir photo, instant prizes and a chance to be selected as the Designated Driver of the Race. One randomly selected, responsible fan will win the Responsibility Has Its Rewards sweepstakes. The grand prize includes a Miller Lite outdoor lounge set along with two tickets and two hot passes to the September 8th Sprint Cup Series race at Richmond International Raceway.

We applaud those who signed the pledge to be a designated driver for their group during race weekend at RIR. It’s important for everyone to be responsible when choosing to consume alcohol while enjoying the race weekend.<span class="su-quote-cite">RIR President Dennis Bickmeier</span>
At MillerCoors, we believe that with great beer comes great responsibility and we’re thrilled to partner with Richmond International Raceway, Drive Smart Virginia and TEAM Coalition to help promote responsible alcohol consumption at the track. For many fans, enjoying a beer on race day is part of the NASCAR experience, and we want to encourage fans to enjoy the race responsibly and plan ahead for a safe ride home from the track.<span class="su-quote-cite">Kim Marotta, director of corporate social responsibility at MillerCoors</span>
We strongly believe that designated driving campaigns are an important measure toward improving the safety of our roadways and all that travel them. The public-private partnership that has been formed here is effective because it leverages different perspectives to provide a unique opportunity to raise awareness and educate. Our collective goal is to make sure that race attendees can enjoy their day and have a safe way to return home. Our silent partners (and hero’s) here are the designated drivers who make sure that their friends and family see the checkered flag and have a safe ride home. We hope they understand the importance of that decision.<span class="su-quote-cite">Janet Brooking, Executive Director of DRIVE SMART Virginia</span>
The success of the Responsibility Has Its Rewards campaign is a direct result of the commitment from our members and all the designated-driver program partners, including the tracks, beer companies and state offices of highway safety. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.<span class="su-quote-cite">Jill Pepper, executive director of TEAM Coalition</span>

[su_spoiler title=”Richmond International Raceway” style=”fancy”] Richmond International Raceway, known as America’s Premier Short Track, offers exciting night racing action and a commitment to the fan experience. One of the most popular facilities among drivers and fans in all of motorsports, Richmond International Raceway annually hosts all of its major events—two NASCAR Sprint Cup Series races, two NASCAR Nationwide Series events and one NASCAR K&N Pro Series East race—under the lights on its ¾-mile D-Shaped oval. The unique layout consistently produces the thrill of side-by-side racing, coupled with high enough speeds for a superspeedway feel. Combined with first-class amenities (including the state-of-the-art Video Scoring Tower) and a focus on the fans, guests at Richmond International Raceway can expect lasting memories on each visit. For tickets to events at Richmond International Raceway, call 866-455-7223 or visit online.Like us on Facebook and follow us on Twitter @RIRInsider.[/su_spoiler]

 Built on a foundation of great beer brands and nearly 300 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 the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth a nd Blake Beer Company, MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing 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, Wisc. and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at, or on Twitter through @MillerCoors.

Drive Smart Virginia
DRIVE SMART Virginia is a non-profit organization charged with raising awareness and changing behavior in order to improve the safety of the roadways of the Commonwealth. We have endeavored to improve the lives of all Virginians through our public information and education initiatives. Founded in 1995, the organization is led by a diverse board representing safety advocates, the insurance industry and law enforcement. Our mission is advanced by fostering community partnerships, creating educational campaigns, designing and distributing educational materials, making presentations, attending outreach events, and advocating for traffic safety initiatives. Go to learn more.
TEAM Coalition
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, traffic safety experts and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition members and supporters include National Football League, Aramark, Anheuser-Busch Companies, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, National Hockey League, National Collegiate Athletic Association, Americrown, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Constellation Brands, HEINEKEN USA, MillerCoors, Brown-Forman, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration. For more information visit or
Left to right: Christy Verbosky, TEAM Coalition; Diane Wagner, MillerCoors; Georjeane Blumling and Rob Richardson, Drive Smart Virginia