- Company Encourages Fans to Plan Ahead and Never Drive Drunk, Also Provides $20,000 in Scholarship Funds -

(BLACK PR WIRE) CHICAGO--(BUSINESS WIRE)--Coors Light reminds Bayou Classic fans that drunk driving is completely preventable. On Nov. 27, more than 60,000 college football fans are expected to pack New Orleans’ Louisiana Superdome for the 37th Annual State Farm Bayou Classic that pits the Grambling State Tigers against its long-time rival, the Southern University Jaguars.

MillerCoors is partnering with TEAM Coalition, an alliance of professional and collegiate sports, concessionaires, and the beer industry, among others, to host a designated driver booth at the State Farm Bayou Classic Fan Festival in the Superdome’s Champions Square. Fans that pledge to be responsible will receive a free souvenir commemorative picture of themselves. In addition, MillerCoors will sponsor public service announcements about responsible alcohol consumption throughout the game.

Additionally, Coors Light will present a $10,000 scholarship check to both Grambling State and Southern universities’ representatives during the game.

“At the Bayou Classic, we will help provide safe and alternative transportation through initiatives such as issuing cab vouchers at festivities leading up to the game and by hosting a designated driver booth,” said Gene Giron, manager of alcohol responsibility for MillerCoors. “While fans enjoy the game, MillerCoors reminds them to plan ahead for a safe ride home and never drive drunk.”

“The Bayou Classic is like a family reunion and homecoming all rolled up into one event,” said Robyn Merrick, Office of Alumni Affairs at Southern University System. “Alumni travel from throughout the country to be in the city of New Orleans for this weekend.”

Ralph Wilson, of Grambling State University’s Office Alumni Affairs agreed. “The Bayou Classic is very important to Grambling State University because it provides an opportunity to recruit students in general,” Wilson said. “For alumni, it’s a time of reclamation—to reminiscence, reconnect and recommit themselves to the institution.”

Additionally, during the game, Doug Williams, Super Bowl XXII’s MVP, will officiate the Coors Light On-Field Football Toss contest. The lucky fan who wins the contest will receive two tickets to the 2011 Pro Bowl at Aloha Stadium in Honolulu, Hawaii.

About MillerCoors

MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Through its new craft and import company, Tenth and Blake, the company imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.