The NASCAR season is off to a fast start and thanks to some rock-star volunteers from our Shenandoah Brewery, last weekend at the Richmond Raceway, our Responsibility Road Warriors helped collect over 492 pledges for the race. Everyone taking the pledge had the opportunity to receive a free souvenir photo, instant prizes and a chance to be selected as the Designated Driver of the Race.
One randomly selected responsible fan will also have the chance win the Responsibility Has Its Rewards (RHIR) sweepstakes. The grand prize includes a Miller Lite outdoor lounge set along with two tickets and two hot passes to the Federated Auto Parts 400 on September 7 at Richmond International Raceway. It’s the ONLY way to see the race!
I know you are wondering … how does this all come together? It starts with our field marketing managers. In this instance, Brian Reames (Field Marketing Manager in Virginia) looked to work with us here at Corporate and take responsibility to the streets. He connected the dots with our wholesaler partners at Loveland Distributing Co. to create the event space and our friends at TEAM Coalition and NASCAR provided the sparkle and RHIR prizes.
What is TEAM Coalition? It is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts, and a whole bunch of other great folks working together to promote responsible drinking and positive fan behavior at every sports and entertainment facility that will have us. They help us staff the designated driver booths, provide training for concessionaires and event staff, and create a positive experience for responsible legal-drinking age fans at sporting events.
It’s not just this one race where the Responsibility Team will be talking with NASCAR race fans about designated drivers.
We will be at every NASCAR race where the track is home to Coors Light or Miller Lite. And while his TV ad on responsibility was one of our most highly viewed on YouTube, only second to Chuck Liddell, Brad Keselowski isn’t the only dude who knows how to be a designated driver. By the time the race season is over, we will have attended 11 races and collected over 3,000 pledges from race fans.
You can follow our racetrack friends on the TEAM Coalition Facebook page at http://www.facebook.com/FansDontLetFansDriveDrunk.
Below is a picture of Jay Edwards and Mary Groah, our rock-star employee volunteers posing for the camera at the race. They headed back to the racecourse at Talladega and again in September to encourage their fellow race goers to have fun but do it responsibly. What an awesome example of alcohol responsibility at its best. Live the pledge!