Molson Canada

Molson Canada

December 19, 2007 10:39 ET

Molson Celebrates Responsible Choices Across Canada This Holiday Season

TORONTO, ONTARIO--(Marketwire - Dec. 19, 2007) - Molson is spending over $100,000 to raise awareness and support communities across the country in their efforts to encourage responsible drinking this holiday season. The events range from sponsoring the complimentary New Year's Eve transit service in Ottawa to supporting Operation Red Nose in western and eastern Canada.

"Community involvement is a major part of Molson heritage," explains Ferg Devins, Vice-President Government and Public Affairs, Molson. "Molson has long promoted responsible choices and this year's local initiatives across the country are consistent with how Molson has built its business in communities from coast to coast."

"This is our way of celebrating those who choose to make sure all their holiday memories are good ones," adds Devins.

In St. John's, Nfld. & Lab., Molson is distributing $5,000 in taxi vouchers. Molson personnel will visit local licensed establishments in the city Dec. 14, 15, 21 & 22 and distribute TaxiGuy vouchers to patrons who make the responsible choice to safely return to their homes after an evening out with friends.

In Halifax, N.S., Molson is inviting media and key stakeholders to participate in a fatal vision course to demonstrate the effects of impaired driving. Molson is also taking this opportunity to donate $5,000 to Operation Red Nose to support their efforts in providing an alternative to those who choose to make the responsible choice this holiday season.

In Moncton, N.B., Molson is donating $5,850 to Operation Red Nose. Molson will donate $5,000 while the most recent monthly Molson GIVE-R event on November 30 raised $850 for ORN. GIVE-R brings urban professionals together every month in a social networking environment to raise money for various local charitable organizations in Moncton.

In P.E.I., Molson is also donating $5,000 to the Operation Red Nose national office to help start up a local chapter on the Island.

In Montreal, Que., for the third year in a row, promotional squads made up of two Molson Angels clad in white from head to toe will pay visits to over 30 central Montreal bars during the two weeks preceding Christmas. These special squads will provide bar personnel with some 1,000 taxi vouchers destined for individuals having had a little too much to drink. The aim is to prompt patrons to opt for a safe return home.

In Ottawa, Ont., Molson is sponsoring the complimentary New Year's Eve transit service. After 9 p.m. on New Year's Eve, everyone rides free on all OC Transpo transit (buses and O-Train), compliments of Molson. OC Transpo provides late night service on many routes, with the main three Transitway routes operating up to 4 a.m.

In Toronto, Ont., Molson is teaming up with Toronto Crime Stoppers to provide safety items for the Toronto Police R.I.D.E. Units. The $5,000 donation will be given out at a R.I.D.E. spot check set up on Richmond Street in Toronto at 7 p.m. this Thursday, Dec. 20. Molson is also sponsor of the R.I.D.E. Checks Rewards booklet given out at holiday R.I.D.E. spot checks in the Greater Toronto area.

Molson is also donating $5,000 to Operation Red Nose in Alberta, British Columbia and Manitoba. This organization offers a free volunteer driver service during the holiday season. It is an original way to get home safe in one's own vehicle without having to drive... and the service is free.

In addition to supporting the local efforts across the country, Molson is also launching a Web site dedicated to responsible choices: www.responsiblechoices.ca. Visitors to the Web site can get tips to help them make responsible choices and find out more about Molson's efforts in this important area.

About Molson Canada

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Rickard's and Pilsner. Molson Canada also partners with other leading brewers to offer such global brands as Heineken and Miller Genuine Draft. Molson employs 3,000 Canadians and 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 Canada is part of the Molson Coors Brewing Company.

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