Beverage Industry

Coors Light to recognize African-American community leaders

February 14, 2012

Chicago-based MillerCoors brand Coors Light partnered with 100 Black Men of America Inc., a national organization committed to enhancing educational and economic opportunities for African-American men, for the Coors Light Ice Cold Leader program that will recognize exemplary community ambassadors.

“We’re very excited about this new program and collaboration with 100 Black Men of America,” said Larry Waters, director of multicultural relations for MillerCoors, in a statement. “The mission of 100 Black Men aligns with our own core values as we collectively work to help develop and recognize the next generation of African-American leaders in our communities.”

Consumers from across the country can vote for nominees from Atlanta, Baltimore, New Orleans, Baton Rouge, La., Birmingham, Ala., and Mobile, Ala., who were selected based on their ability to lead by example, motivate others and create or inspire positive living and innovation with a lasting effect on their communities, the company said. Through March 15, consumers can visit www.icecoldleader.com to learn about the contestants and cast their votes for the most deserving candidate in each city.

Participating retail locations will display signage to drive online consumer voting. The Ice Cold Leader program was established by Coors Light to recognize community leaders. The winners will be announced in April with a celebratory reception honoring each winner in his  respective city, the company said. As part of the partnership with 100 Black Men of America Inc., Coors Light will donate $100,000 to the national chapter and participating local chapters of the organization.