Chicago-based Coors announced that this summer, the beer brand also wants to refresh the Great Lakes. For every case of 12-ounce cans sold this summer in select states, Coors Light will donate 25 cents to the Alliance for the Great Lakes, a nonprofit organization devoted to ensuring a healthy Great Lakes for people and wildlife for future generations, up to a maximum of $60,000, the company says. The Coors Light "keep 'em great" campaign will run through the end of August in Illinois, Indiana, Michigan, Ohio and Wisconsin.
"The Great Lakes give us so much and this program is all about keeping the lakes healthy for generations to come," said Joel Brammeier, president and chief executive officer at Alliance for the Great Lakes, in a statement. "The donation from Coors Light will advance the Alliance's programs that keep our beaches and coastlines clean and healthy, protect our drinking water, and teach everyone about this global treasure and our responsibility to protect it."
Coors Light will drive awareness of its support for Alliance for the Great Lakes through packaging, retail point-of-sale, social media, digital marketing and public relations, the company says. "The summers may be short in this part of the country, but we know how to make the most of them," said Paul Hanson, vice president of sales for the Great Lakes region at MillerCoors, in a statement. "For so many of us, enjoying time on and around the Great Lakes is a huge part of how we refresh ourselves throughout the summer. Now, beer drinkers who choose the cold refreshment of Coors Light this summer also can help preserve the beauty of these amazing lakes."
The availability of clean, high-quality water is critical to MillerCoors and its communities because water flows through every step of the brewing process, from the barley field to the bottling line. The company is committed to using water responsibly in its breweries and contributing to the sustainability of water resources in its brewery watersheds and agricultural supply chain, it says.
Since 2008, MillerCoors has saved more than 1.4 billion gallons of water, enough to meet the needs of more than 13,100 average American households for an entire year. These results were achieved by implementing a number of measures to monitor and reduce water use, including short interval controls, shortening rinse durations and cycles, and using waterless lubrication for packaging lines, the company says.