Archive for the Responsible Choices category

Tuesday, September 10th, 2013

Our Beer Print Month: Alcohol Responsibility

We’re successful when our products are consumed in the right way

We are privileged to work in one of the most dynamic, exciting branded industries I can think of. I still get a buzz watching the delighted reactions of new friends and acquaintances light up when they ask what I do: “I work in the beer business!

Proud words and weighty words. Working in the beer business is a career that comes with important additional social responsibilities – a promise to brew and sell our products ethically and responsibly; a commitment to tackle excessive, irresponsible and underage drinking and, on a personal level for all of us, a duty to model sensible drinking behaviour in our families and communities.

Molson Angel Designated Drivers

When we came together with the former Starbev organization to form Molson Coors Europe, we found new colleagues with a value set remarkably similar to Molson Coors and a very consistent responsibility message to consumers: don’t drink and drive.

In Croatia, Zagrebacka Pivovara’s goal is to be the main voice of responsible drinking and the company has a long term commitment to its “Think – don’t drink and drive” campaign which educates consumers on responsible drinking through panel discussions and billboard advertising.

Likewise, in Czech, the Staropramen brand has worked closely with Czech Police on the successful “Leave the Keys in Your Pocket” project and, more recently, the industry’s “Let’s agree who drinks and drives” campaign.

The Borsodi Brewery in Hungary is an active member of the Hungarian Breweries Association’s JOFEJ campaign, “The Sober Responsible Driver Program” which has reached thousands of youngsters through special activities in night clubs.

Alcohol Is a Bad Driver koncert Partibrejkersa

Alcohol Is a Bad Driver” is the award-winning CR campaign from Kamenitza AD in Bulgaria which focuses on raising society awareness of the dangers of drinking and driving, notably through special “alcohol” goggles which simulate different levels of blood alcohol content.

In Montenegro, Trebjesa has been donating breathalyser kits to police for many years and offers free public transport for visitors to music events sponsored by the company.

koncert Partibrejkersa

Apatinska Pivara, in Serbia, has focused its key efforts on educating consumers about the risks of combining alcohol with driving – “When I drink, I don’t drive” – an award-winning programme which has been integrated with the company’s music events; and on raising awareness of the dangers of underage consumption through the “18+ consume responsibly” campaign.

TAXIGUY Dialer and Responsible Choices

TaxiGuy is a unique partnership to stop drinking and driving in Canada. Since its inception in 1998, the program has helped over 3 million Canadians get home safely, and has been recognized as a key social marketing tool in the overall fight against drunk driving by countless stakeholder organizations. Molson Coors was also the first beer company in Canada to feature a ‘Stamp of Responsibility’ on products which you’ll eventually see on all our packaging.

Our Beer Print Commitment Panel

Similarly, in the UK and Ireland, Molson Coors has rolled out innovative secondary packaging which features an Our Beer Print Commitment Panel with information about responsible drinking and the environmental and social impacts of our products and directs consumers to our Corporate Responsibility website. We’re also leading the industry in developing the lower alcohol category in the UK, supported by excise incentives for lower strength beer, and have been recognised by the UK Government and European Alcohol & Health Forum.

Hopefully, this gives you a taste not only for how much we have going on in the Alcohol Responsibility space, but also how integrated and complementary such activities are with the objectives of our business.

After all, they are one and the same.


Scott Wilson, Chief Corporate Affairs Officer Molson Coors Europe


Friday, August 30th, 2013


14809-MCBC TAXIGUY_3Mobiles

Download Molson Coors / TAXIGUY free Taxi APP at  TAXIGUYDIALER

It’s back to school time again for college and university students!  A new school year brings new friends, new experiences and many celebrations. We want to help you celebrate responsibly by using the TAXIGUY Dialer App. It`s free, it connects you to the closest cab at the press of a button and it works across the country. What more could you ask for ?

Get it today for your Android device, iPhone or BlackBerry by visiting

And watch for our reps on campuses across the country. They will be promoting responsible choices by handing out designated driver bracelets and offering you a chance to win gift cards for Petro Canada or TAXIGUY dollars.

On behalf of all of us at Molson Coors, we wish you an awesome school year!

Monday, July 8th, 2013

Molson Coors remet 10 000 $ à la Fondation de l’athlète d’excellence du Québec

Le vendredi 5 juillet dernier, avait lieu la soirée feux d’artifice du toit de la brasserie Molson Coors à Montréal. Le pays représenté était Hong Kong, Chine. Le repas servi était excellent et le toit de la brasserie est un lieu privilégié pour observer les spectacles de pyrotechnie qui se tiennent à La Ronde. 

Les profits de cette soirée, 10 000 $, ont été remis à la Fondation de l’athlète d’excellence du Québec. La Fondation de l’athlète d’excellence du Québec est un organisme regroupant des intervenants de divers milieux, notamment du milieu des affaires, de l’éducation et du sport. L’organisation a pour mission de soutenir financièrement et d’appuyer les étudiants-athlètes dans leur poursuite de l’excellence académique et sportive et de contribuer à la promotion de modèles dans la société québécoise.

Ce généreux don a été rendu possible grâce à la participation de 120 employés et leurs invités, à Eurest qui a fourni la nourriture et au Club Molson Coors. 

De plus, les Anges Molson étaient présentes et offraient à la fin de la soirée des coupons de taxi pour un retour à la maison sécuritaire.

Feux d'artifice_5 juillet

Thursday, May 16th, 2013

Arrive Alive turns “25″

What a week, for starters it is National Road Safety Week, so it is not a coinsidence that Arrive Alive launched their 25th Campaign yesterday as everyone looks forward to our May long weekend!  

A reminder that we do have a choice and what we do today will certainly impact our tomorrow. I am certainly looking forward to a couple of ice cold MC67′s on the back patio, but I am enjoying my long weekend locally, I do not have far to go, 200 meters. If you are out celebrating this weekend, remember to download the  FREE TAXIGUY APP, that will call you a cab; the APP is FREE and the Call is FREE. No EXCUSES!!

Check out AADS PSA featuring  TAXIGUY APP

Arrive Alive 25 

Photo: Anne Leonard, Executive Director, Arrive Alive;drive sober

Arrive Alive; drive sober has been a partner of ours for well over a decade, that is how long I have had the opportunity to be involved with Anne Leonard, the driving force behind the scenes fighting to keep our roads safe.

Have a safe and enjoyable long weekend!!

Cheers, MolsonCaroleB




Friday, May 3rd, 2013

Spring Has Sprung

sun over lake

The sound of morning birds high in the trees singing their early morning calls…toss and turn at 453 am…dog out to do it’s business…coffee on and i thought, “why not sit down and write a spring blog”. After all, three days of 20 degree + celsius and it actually feels like spring has sprung in Toronto. I must also admit that some other factors contribute to this overwhelming shift in season for me. Obviously with the NHL playoffs commencing this week, after what might have been a lost season, the city is truly excited. I was blown away by the sea of blue and white downtown and on the subway on Wednesday night. Love to see the community spirit. As a partner with the Toronto Maple Leafs and Montreal Canadiens we actually celebrated a little playoff BBQ at our head office on Tuesday, just to get the team in the spirit of spring playoffs. Our President Stewart Glendinning and Chief Legal and People Officer Kelly Brown and fellow leadership team members helped host staff over the lunch hour…a little competitive spirit added of course. And we can’t forget our third sponsored club in the first round of playoffs of course - Ottawa Senators.

Stewart and Kelly hosting

Stewart and Kelly hosting

And then of course there is the return of the summer rep. Gosh, 32 years ago I sat in a similar seat as a young representative from northwestern Ontario. It was the summer of the Jeux Canada Games in Thunder Bay. What a grounding experience that has carried friends and memories for me across my entire 29 career at Molson Coors. A toast to our returning summer reps and those who have just joined us. I know that they will represent us well at events and promotions coast to coast to coast and always flying the responsible choices banner as they go about their business.

summer reps

Another sign of spring is the annual Randstad awards night. Randstad does a great job at reaching out to 7000 prospective employees across the country to assess the attractiveness of 150 employees. Proudly Molson Coors ranked eleventh this year. A special treat this year was Debbie Travis presenting her “ten commandments” for success. Inspiring and entertaining to say the least !

debbie travis

A toast to our employees and all that they do to carry the passion, commitment and drive for our business…over the past 227 years. Now that’s heritage. Naturally we are nothing without those who carry our products to market and the beer drinkers who support us at the taps, retail store or your favourite drinking occasion. We appreciate and value your business.

Economic Club Toast_n

And of course the beer business and all that we face in regulations, taxes, mark ups. Provincial budgets are another sign of spring and the Ontario budget was filed yesterday by the Wynne government in Ontario. Good news for beer drinkers and customers in Ontario is that there is not any increase in the beer taxes. Now that’s worth a toast on a sunny day at the legislature with blossoms in bloom at the memorial to Queen Victoria !

spring blossoms at leg

Another sign of spring is the renewed commitments to community. Across this great land we engage with community leaders in so many ways. Whether they are local festivals and events designed to instill community spirit and celebrate the arts, local sports events and team get togethers or support for a charity or not for profit of choice. The Beer Store in Ontario will be undertaking their annual drive for Leukemia. Hats off to them and their union membership and Beer Store customers who donate their empties and the difference that they make in our community. May 25th and 26th please donate your empty deposit refunds.

Perhaps you have a thought on spring being sprung. I hope you’ll share it. A toast to you and yours this spring weekend. No doubt we’ll all be seeking a patio, a television screen to watch playoffs and some great quality time with family and friends as the weather warms. Cheers to a great wrap to the week and start to the weekend. @MolsonFerg