Underage Drinking Prevention

MillerCoors position on underage drinking is simple: We do not want underage consumers. For many years, we have actively supported legislation, regulations, law enforcement, self-regulation, education, prevention and retail services that are meant to reduce underage drinking.

Simply put, MillerCoors does not want underage consumers.  That’s why we’re committed to preventing youth access to alcohol.  We tackle it from two sides – we help parents talk with their kids and we work with retailers to prevent the sale of alcohol to anyone under 21 through point-of-sale and our Respect 21 program.
 

Working with Parents: Let's Keep Talking

In cooperation with experts in the fields of education, family therapy, law enforcement and student health and wellness, MillerCoors developed Let’s Keep Talking, a brochure to help parents talk to their teens about alcohol. Parents can learn how to ask the right questions and prepare their kids for college and life after high school, helping them learn the laws governing underage drinking and the consequences associated with poor decisions.

Working with Retailers

MillerCoors helps our distributor and retail partners prevent underage drinking in their local markets through education, point-of-sale programs, secret-shopper services and server training. MillerCoors also helps reduce underage access and drinking by sponsoring programs and organizations that reach youth and their support systems of parents, schools and communities.

Across the United States, MillerCoors and our distributors are teaming up with retailers to raise community awareness and improve retailer practices regarding underage access to alcohol. Brandeis University and the Responsible Retailing Forum partnered with MillerCoors to develop the Respect 21 Responsible Retailing program. Respect 21 uses education to help prevent the sale of alcohol to minors and uses the retail environment to encourage legal-age consumers not to provide alcohol to anyone under 21.

In on-premise accounts, servers also have an important role when it comes to promoting the responsible enjoyment of our products. MillerCoors has supported the training for thousands of servers for decades through programs like:

• TIPS (Training for Intervention Procedures) program is designed to help servers encourage responsible drinking and provides them with the confidence, decision-making skills and information they need to prevent underage drinking.
• CAST (Certified Alcohol Server Training) is a self-taught video training design especially for off-premise environments such as liquor stores, c-stores and grocery stores.
• TEAM (Techniques in Effective Alcohol Management): Designed for sporting and large entertainment facilities. Training encompasses both the seller and facility staff.