Coors Light and TEAM Promote Responsible Drinking at 2016 Rose Bowl


Coors Light partnered with TEAM Coalition to offer a responsibility promotion to Rose Bowl fans in the Fan Fest just outside the Rose Bowl Stadium in advance of the 102nd Rose Bowl game on January 1, 2016. Before kick-off, more than 150 Stanford and Iowa fans pledged to never drive drunk and always have a designated driver. In exchange for making the responsibility pledge, the fans autographed a larger-than-life responsibility football and smiled for a souvenir photo.

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We believe that with great beer comes great responsibility and we’re thrilled to partner with TEAM Coalition and the Rose Bowl Stadium to help promote responsibility at the bowl game. For many fans, enjoying a beer on game day is part of the game day experience, and we want to encourage fans to enjoy the game responsibly and plan ahead for a safe ride home.Diane Wagner, Responsibility Commerce Manager, MillerCoors
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 stadium, brewers and beer distributors. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Pepper, Executive Director, TEAM Coalition


TEAM Coalition

• In 2015, 10,265 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 3.2% from the 9,943 fatalities in 2014.

• 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.

TEAM Coalition