Coors Light is kicking of a promotion to benefit the Great Lakes called “Keep ‘Em Great.”
For every case of 12-ounce cans sold this summer in select states, the beer company will donate 25 cents (up to a maximum of $60,000) to the Alliance for the Great Lakes, a non-profit organization devoted to ensuring a healthy Great Lakes for people and wildlife for future generations.
The program will run through Aug. 31 in Illinois, Indiana, Michigan, Ohio and Wisconsin.
The donation will advance the Alliance's programs that keep beaches and coastlines clean and healthy, protect drinking water, and teach everyone about this global treasure and our responsibility to protect it, says Joel Brammeier, Alliance for the Great Lakes president and CEO.
It will be used in three main program areas: pursuing protective policies, on-the-ground actionand educating Great Lakes communities.
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 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.
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.
"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,” says Paul Hanson, vice president of sales for the Great Lakes region at MillerCoors, in a release. Now, beer drinkers who choose the cold refreshment of Coors Light this summer also can help preserve the beauty of these amazing lakes."
The Alliance, headquartered in Chicago, is dedicated to protecting and restoring the Great Lakes. The group’s programs touch all five Great Lakes and all eight Great Lakes states, enlisting more than 15,000 volunteers, advocates and donors.