How to drink beer and save the environment
on 07/06/11 at 10:43 pmBeer
Kim Marotta runs corporate social responsibility at giant brewer MillerCoors, a joint venture between SABMiller and Molson Coors Brewing Company (TAP). She worries about carbon impact, product packaging, water use, and corporate ethics, as would any similarly titled VP at any large manufacturer. But her job has an added dimension, unique to the beverage industry, and of particular interest to any parent of teenagers during high-school-prom season: “alcohol responsibility.”
That’s where you tell your customers to enjoy your product, but not too much and not until they’re old enough?
It’s encouraging people to drink responsibly. Our primary focus is on the prevention of drunk driving, and on helping to prevent youth access to alcohol. A third area is addressing college campus issues. A fourth is self-regulation: making sure that our ads are only targeting adults. We make sure that the ads are reaching 70% legal-drinking-age adults. We actually get Nielsen numbers before we do a marketing buy or placement, and we’ll go back and audit it afterwards, too.