Plan to get home safe this Halloween

Molson Coors Canada, in partnership with the BC Liquor Stores and TAXIGUY, wants to help consumers plan a safe ride home after Halloween celebrations

VANCOUVER, Oct. 29, 2013 /CNW/ - For the sixth year, Molson Coors Canada is reminding consumers to make responsible choices on Halloween through a one-day blitz at BC Liquor Stores in the Lower Mainland. The event is also supported by a month-long in-store campaign to drive awareness about responsible drinking, and fight against drunk driving.

On Thursday, October 31st, from 4:00 p.m. to 7:00 p.m., teams of Molson Coors Canada employees will be at nine participating BC Liquor Stores handing out $5 TAXIGUY vouchers to customers. A total of $10,000 in vouchers will be given away in an effort to help people get home safely. In 2012, the redemption rate was 64%, up 4% from three years prior.

"With TAXIGUY and BC Liquor Stores, we're making sure people can celebrate, enjoy Halloween and, most importantly, get home safely," said Julie Gathercole, External Communications Manager.

The taxi vouchers are part of a Molson Coors Canada's partnership with TAXIGUY, offering industry-leading safe transportation tools and programs that have helped over 3 million Canadians get home safely. Together, they launched a free taxi app in 2010 for Android, BlackBerry and iPhone that connect drinkers to a taxi company anywhere in the country with a single touch. The app is available for download at www.taxiguydialer.com.

This Halloween, the teams will be giving out taxi dollars and getting into the spirit by dressing up as superheroes. Be sure to keep an eye out for your favourite caped crusaders when visiting one of these participating BC Liquor Store locations on October 31st:

Northgate - 3433 North Road, Burnaby
Langley Signature Store - 6435 201 Street, Langley
Richmond Ironwood - 3170-11666 Steveston Hwy, Ironwood Mall, Richmond
39th and Cambie - 5555 Cambie St., Vancouver
Westwood Centre - 2748 Lougheed Hwy, Port Coquitlam
Fleetwood - 8904 - 152nd St., Evergreen Mall, Surrey
Alberni and Bute - 768 Bute Street, Vancouver
Richmond Brighouse - 100 - 8100 Ackroyd Rd, Richmond
Broadway and Maple - 2088 West Broadway, Vancouver

To learn more about Molson Coors' corporate responsibility efforts, visit www.molsoncoors.com/en/Responsibility.aspx.

About Molson Coors Canada
Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K and Asia. The company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates seven breweries, including boutique breweries Creemore and Granville Island, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner as part of an active, healthy lifestyle.

About 1-888-TAXIGUY
1-888-TAXIGUY is a nationwide network of 425 taxicab companies linked together through one, easy to remember, toll-free phone number. With 17,500 taxicabs operating under a single phone number, it is available in over 700 cities across Canada. TAXIGUY has become one of the most unique and powerful impaired driving solutions in the world. The programs and associated services offered by TAXIGUY, Inc. are solutions aimed at complementing and revolutionizing the social responsibility initiatives by corporations, government groups, public health units, not-for-profit groups and charitable organizations around the prevention of impaired driving.

About The Liquor Distribution Branch
The Liquor Distribution Branch (LDB) operates a province-wide, retail/wholesale beverage alcohol business, within a mixed public-private model. The LDB operates the 195-store BC Liquor Stores retail chain with locations throughout British Columbia, making it one of the largest retailers in the province. In fiscal 2012/13, BC Liquor Stores recorded more than 36.8 million retail customer visits. The LDB also operates a distribution centre in Vancouver and one in Kamloops and two Wholesale Customer Centres. In fiscal 2012/13, the LDB processed more than 408,000 wholesale customer transactions.

SOURCE: Molson Coors Canada

For further information:

Media Contact
Julie Gathercole
Manager, External Communications
Molson Coors Canada
403-585-5224


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