Miller Brewing Company Launches Two New Responsibility Initiatives.

Miller Brewing Company will air a “Live Responsibly” in flight segment on all domestic flights for Delta and United Airlines during the month of July. The video will discuss Miller’s commitment to encourage responsible consumption of its products and describes Miller’s efforts to play a positive, solutions-oriented role in helping to reduce drunk driving, prevent underage access and promote responsible decision-making.

Featuring Miller’s President and Chief Executive Officer John Bowlin and the President of the National Fraternal Order of Police, Steve Young, the video discusses how Miller Brewing Company works in partnership with law enforcement, retailers, distributors and others in programs like “WE ID” and server training to help retail clerks spot fake ID’s and aid them in preventing sales of alcohol beverages to those who are not of legal drinking age.

Also during the month of July, Miller Brewing Company will launch “The Keys to Responsibility,” a guide to encourage safe ride home and designated drivers programs in local communities. Miller developed “The Keys to Responsibility” to help retailers, distributors, community groups and others promote transportation alternatives and responsible decision-making by legal drinking-age consumers. The guide includes tools needed to develop and implement successful community-based programs to help prevent drunk driving.

Endorsed by the Fraternal Order of Police, the step-by-step guide describes and offers tips on how communities can develop their own safe ride home and designated driver programs. It also suggests what type of partners or sponsors to consider when implementing these types of programs.

“Through these programs, Miller Brewing Company demonstrates its commitment to responsibility. Responsibility is integral to our business strategy and corporate values. As a part of those values, we strive to help prevent drunk-driving, underage access and over-consumption and we promote responsible decision-making by encouraging individuals to serve as designated drivers, or to simply leave the driving to someone else when necessary,” said Bowlin.

Steve Young, President of the National Order of Police, added, “But no group or organization can address these issues alone. We are pleased to partner with Miller on its in-flight video and endorse Miller’s “The Keys to Responsibility” guide. We are also delighted to work in partnership with Miller Brewing Company and other organizations who share our commitment to improve the safety of our communities and help find positive solutions that prevent drunk driving and underage drinking.”