Responsibility Has Its Rewards Campaign at 2015 Bridgestone NHL Winter Classic


While the world welcomed the New Year with outdoor hockey in the nation’s capital, the NHL® teamed with Coors Light (the official beer of the NHL), Molson Canadian (the official imported beer of the NHL), the American Red Cross and TEAM Coalition to promote responsibility among NHL fans at the 2015 Bridgestone NHL Winter Classic®.

In addition to the designated driver program, staffed by American Red Cross volunteers at three locations inside the stadium, NHL® fans had the opportunity to add their names to the Responsibility Puck to demonstrate their commitment to keeping the penalties on the ice and off the roads. The 8-ft replica of an official NHL puck was displayed in the NHL Winter Classic Spectator Plaza presented by GEICO.


A total of 799 NHL fans pledged to have a designated driver always and never drive drunk. Those who pledged to be designated drivers inside the stadium earned a complimentary soft drink. Those who made the pledge in the NHL Winter Classic Spectator Plaza presented by GEICO received a souvenir photo. All were entered to win an NHL prize pack – including a NHL Winter Classic jersey, a $50 gift card and branded items from Coors Light, Molson Canadian and TEAM Coalition. The winners are Anastasia Papadopoulos Hinz from Staten Island, NY and Brian Dix from Clinton, MD.

In partnership with WRAP (Washington Regional Alcohol Program), Coors Light also encouraged fans to freeze their keys and leave the driving to someone else. Coors Light provided 2,500 Metro SmarTrip cards throughout the month of December to help fans get to the 2015 Bridgestone NHL Winter Classic® safely.

We believe that with great beer comes great responsibility and we’re thrilled to partner with the NHL and TEAM Coalition to help promote responsibility at hockey events. For many fans, enjoying a beer on game day is part of the football experience, and we want to encourage fans to enjoy the game responsibly and plan ahead for a safe ride home.<span class="su-quote-cite">Diane Wagner, Responsibility Commerce Manager, MillerCoors</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 NHL, all 30 Clubs, the arenas, 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, TEAM Coalition</span>


Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet, as well as innovative new products such as Miller Fortune. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using 100 percent fresh-pressed American juice. The company imports world-renowned beers such as Italy’s Peroni, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors also offers pioneering new brands such as Redd’s Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale and Smith & Forge Hard Cider. MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at , at or on Twitter through @MillerCoors.
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 MillerCoors, National Football League, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, National Hockey League, National Collegiate Athletic Association, Americrown, Aramark, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, Constellation Brands, HEINEKEN USA, 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

• In 2013, 10,076 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 2.4% from the 10,322 fatalities in 2012.

• Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.

• Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.