Coors Light, RADD and TEAM Promote Responsible Drinking at 2019 Rose Bowl


While Ohio State and the University of Washington showed the sellout crowd an amazing game, Coors Light, RADD and TEAM Coalition partnered to offer a multi-faceted alcohol responsibility promotion in advance of the 105th Rose Bowl game on January 1, 2019. Before kick-off, 170 fans smiled for souvenir photos after autographing the responsibility helmet. Each autograph represented a pledge never to drive drunk and always have a designated driver. The 75 photos were shared via email, text and social media and viewed 120 times.

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In addition, Rose Bowl fans were offered the opportunity to text PLAN to 90464 for a $10 credit on a future Uber ride. Fans shared their safe ride plan – be a designated driver, use ride share, take public transportation, have a friend serve as DD – in order to qualify for the credit.

We believe that the only way to celebrate is to do so responsibly. Through our partnerships with Uber and our designated driver programs with TEAM Coalition and RADD, we are making sure that beer drinkers in Pasadena have a range of options to get home safely and prevent drunk driving.<span class="su-quote-cite">Diane Wagner, Alcohol Responsibility Manager, MillerCoors</span>

RADD is honored to partner with MillerCoors, TEAM Coalition and Uber on a winning game day strategy to get fans home safely through discounted Uber rides provided by Coors Light and signed pledges to be and use a designated driver.<span class="su-quote-cite">Erin Meluso, President, RADD</span>

The success of the ‘Responsibility Has Its Rewards’ campaign is a direct result of the commitment from our members and all the responsibility program partners, including the venues, brewers, beer distributors and local non-profit partners. 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>

Drunk driving prevention is the top priority for TEAM Coalition and all its 22-member organizations and seven strategic partners, which include MillerCoors and RADD.

Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers, flavored malt beverages and ciders, steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company brew national favorites such as MillerLite, Miller High Life, Coors Light and Coors Banquet. MillerCoors also proudly 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, founded in 1995. Beyond beer, MillerCoors operates Crispin Cider Company, an artisanal maker of pear and apple ciders using fresh-pressed American juice, and offers pioneering brands such as the Redd’s franchise, Smith & Forge Hard Cider and Henry’s Hard Sodas. Tenth and Blake Beer Company, our craft and import division, is the home to craft brewers Hop Valley Brewing, Revolver Brewing, Saint Archer Brewing Company and the Terrapin Beer Company. Tenth and Blake also imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors, the U.S. business unit of the Molson Coors Brewing Company, has an uncompromising dedication to quality, a keen focus on innovation and a deep commitment to sustainability. Learn more at, at or on Twitter at @MillerCoors.

RADD®, which stands for Recording Artists Against Drunk Driving, is on more than 53 college campuses in California with a combined student population of 1.3 million and three military bases with reach to over 55,000. The campaign is backed by a grant from the California Office Of Traffic Safety (OTS) through the National Highway Traffic Administration (NHTSA/USDOT). RADD®’s peer-to-peer programs featuring music talent are designed to reduce DUI arrest and fatalities, by encouraging everyone to “plan ahead” with a round-trip designated driver, ride share or taxi. RADD®’s message is “have fun, plan ahead.”  Make every night a #RADDNight. Drinking and driving is not an option.  For more information visit and

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, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, National Football League, 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, Brown-Forman, Live Nation, National Association of Broadcasters, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration. For more information, go to or

• In 2017, 10,874 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 1.1% from the 10,996 fatalities in 2016.

• 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.