Molson Coors Canada

Molson Coors Canada

December 16, 2009 11:10 ET

Molson Coors Angels Celebrate Responsible Choices

Unique Responsible Drinking Initiative for the 2009 Holiday Season

MONTREAL, QUEBEC--(Marketwire - Dec. 16, 2009) -

Editors note: A photo is included with this press release on Marketwire's website.

With the Holiday season only a few snowflakes away, this week the Molson Coors Angels urge Quebecers to treat themselves to a safe return home as part of a unique campaign designed to enhance public awareness of the importance of the responsible consumption of alcohol.

"During this period of festivities, Molson Coors is proud to feature a campaign specially developed to promote the responsible consumption of alcohol. We therefore invite Quebecers to celebrate safely and to make a responsible choice 'by listening to their guardian angel' and taking a taxi home," says Monique Depatie, Community Relations Manager and the company's lead for the Responsible Drinking Program in Quebec.

For the fifth year in a row, promotional squads made up of two Molson Coors Angels clad in white from head to toe will pay visits to nearly 50 downtown Montreal, Quebec City and Sherbrooke bars during the evenings of December 17, 18 and 19. These special squads will provide bar personnel with a total of more than 1200 taxi vouchers to give to patrons who have consumed alcohol, in order to encourage them to opt for a safe return home. The Molson Coors Angels will also spread their words of wisdom through Holiday greeting cards with responsible drinking messages and the 1-888-TAXIGUY number (

- Montreal (December 17, 18 and 19)

- Quebec City (December 17 and 18)

- Sherbrooke (December 19)

Monique Depatie adds: "By distributing taxi vouchers to bar personnel, Molson Coors provides staff added incentive to convince patrons not to drink and drive. With this program, we want to ensure that everyone ends their evening on a safe and happy note."

Molson Coors' Responsible Drinking Program

Launched in 1989, Molson Coors' responsible drinking program enhances public awareness of safe return home alternatives and promotes the responsible use of, and attitude towards, alcohol and drinking. In cooperation with various partners, including police departments, governments, social groups and healthcare professionals, Molson Coors contributes to the financing of research, education and prevention programs aiming to promote responsible drinking behaviour. Program milestones include:

- 1989: Launched Responsible Drinking Program with the slogan 'Take Care'

- 1998: Formed partnership with TAXIGUY (TAXISVP in French)

- 2006: Formed partnership with Student Life Education Company (

For more information on the Program, visit Molson Coors' Website at

About Molson Coors Canada

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Coors Canada is proud to be the nation's pre-eminent brewer. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio that includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Coors Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. The Company employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is part of the Molson Coors Brewing Company.

To view the photo associated with this press release, please visit the following link:

Contact Information

  • Molson Coors
    Douglas Chow
    Senior Consultant, Public Relations