USA: Coors Brewing Co. applauds Missouri Legislation on Underage Drinking

Coors Brewing Company announced on July 19 that it applauds the significant underage drinking prevention legislation that was signed into law in the state of Missouri last week. Senate Bill 402, sponsored by Senate President Pro-Tem Mike Gibbons, changes penalties to address both possession and consumption of alcohol by minors. The bill, which was signed into law on July 13 by Missouri Governor Matt Blunt, builds momentum for other work that is currently being done in Missouri to address underage drinking.

"It is a privilege to be in the beer business and with that privilege comes responsibility. Coors will continue to support initiatives aimed at preventing underage drinking and encouraging responsible use of alcohol," said Frits van Paasschen, president and chief executive officer of Coors Brewing Company. "The passage of this new law reinforces that when public and private groups work together, we can make real progress against underage drinking."

Under the new law, a minor can now be found guilty of a "minor in possession" if he or she is visibly intoxicated or has a blood alcohol content of more than .02. The bill also prohibits adults from allowing minors to drink on their private property unless they are the minor's legal guardians and requires school districts to create a policy detailing the consequences if a student is found to either possess or drink alcohol on school property or at school events.

The legislation is the culmination of more than a year's work by Missouri government officials, law enforcement, the beer industry, wholesalers, community leaders, educators and parents. Coors Brewing Company, the Missouri Beer Wholesalers Association and the beer industry worked with an interim legislative task force led by Senator Gibbons to get this legislation passed.

Coors' support of the new Missouri legislation builds on the company's ongoing commitment to responsible use. Last month, Coors, PLAYERS INC, the marketing and licensing subsidiary of the NFL Players Association, and Search Institute launched MVParents, an initiative geared to helping parents address underage drinking by nurturing strong, healthy kids. The campaign provides parents with tools and information to support them in being the "most valuable players" in their children's lives -- and so their children can thrive and make healthy choices like not consuming alcohol.

Coors' other responsibility initiatives include promoting only responsible adult consumption within advertising and marketing; supporting effective prevention, education and intervention referral programs; and working with its distributors to promote responsible retailer practices -- such as server training programs and use of Coors' responsibility point-of sale materials.

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE: TAP; TSX). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company's Web site, www.molsoncoors.com.

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