MILLER BREWING COMPANY FORGES PARTNERSHIP WITH PARENTS FOR UNITY TO BENEFIT LOS...

MILLER BREWING COMPANY FORGES PARTNERSHIP WITH PARENTS FOR UNITY TO BENEFIT LOS ANGELES LATINO PARENTS

Workshops Will Teach Parents to Communicate with Children About Alcohol-related Issues; New Spanish-language Website Aids Dialogue


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MILWAUKEE, WI–(HISPANIC PR WIRE)–November 11, 2002–Miller Brewing Company and Parents for Unity are partnering to offer a series of free, Spanish-language workshops to benefit Latino parents in Los Angeles. The city-wide workshops will offer parents all the necessary tools and techniques to help them communicate effectively with their children about alcohol-related issues. The first workshop was held today at the Pico House in downtown Los Angeles shortly after the announcement of the partnership.

In addition, Miller Brewing Company becomes the first major U.S. brewer to unveil a Spanish-language website dedicated to responsibility initiatives. The new website, called “Vive Responsablemente (Live Responsibly),” offers in-depth information highlighting Miller’s responsibility programs and resources, statistics on drunk driving and underage drinking, and details regarding Miller’s Distributor Responsibility Initiative. The new web site is located at http://www.millerbrewing.com/viveresponsablemente. Also included on the site are recent print, television and radio ads that communicate Miller’s Live Responsibly messages. A new feature, called “Parent-to-Parent” invites parents to share their success stories and tips for raising children with the courage to make responsible decisions.

“Our partnership with Parents for Unity and the unveiling of this new Spanish-language website underscore Miller Brewing’s commitment to implementing programs that help prevent underage drinking and encourage responsible decision-making,” said Jose Ruano, corporate relations manager, Miller Brewing Company.

Parents for Unity will present the workshops in three, two-hour sessions with a maximum of 40 participants at 10 sites throughout the city. The seminars were created based on expertise provided by child psychologists, family counselors and law enforcement officials to develop Miller Brewing Company’s Spanish-language guidebook Hablemos Claro (Let’s Talk) – a booklet designed to help Latino parents of children ages 6 to 11 begin a dialogue with them about alcohol and responsible decision-making.

Parents for Unity will present the workshops in three, two-hour sessions with a maximum of 40 participants at 10 sites throughout the city. The seminars were created based on expertise provided by child psychologists, family counselors and law enforcement officials to develop Miller Brewing Company’s Spanish-language guidebook Hablemos Claro (Let’s Talk) – a booklet designed to help Latino parents of children ages 6 to 11 begin a dialogue with them about alcohol and responsible decision-making.

With the assistance of the guidebook, Parents for Unity will help parents in opening constructive dialogue with their children to become safe and responsible adults by providing all the necessary tools and guidance by minimizing the influence of peer pressure.

“One of our goals is to assist parents in learning the basic principles on how to speak openly and honestly to their children about alcohol and responsible decision-making,” said Gabriel Medel, executive director, Parents for Unity. “The Hablemos Claro guidebook is a valuable tool in accomplishing these goals.”Since its introduction last year, the Hablemos Claro guidebook has been made available to Hispanic families across the U.S. through partnerships with national organizations including the National Council of La Raza, The United States Hispanic Chamber of Commerce, The National Latino Peace Officers Association, the Hispanic Association of Colleges and Universities and the National Association of Hispanic Publications, among other groups and organizations.

The seminars and Spanish-language website are part of Miller Brewing Company’s “Live Responsibly” initiatives, which aim to help promote responsible decision-making. Outreach efforts include insertions of the Hablemos Claro guidebook in Spanish-language newspapers and magazines nationwide and the Training for Intervention Procedures (TIPS®) program. The TIPS program is a series of training programs, facilitated by Miller’s distributors, for retailers in partnership with independent trade organizations (such as the Mexican American Grocers Association) to help sellers and servers prevent underage access, drunk driving and over consumption.

Milwaukee-based Miller Brewing Company is a wholly owned subsidiary of SABMiller plc. Principal beer brands include Miller Lite, Miller Genuine Draft, and Miller High Life. The company imports Foster’s; produces SKYY Blue, Sauza Diablo, Stolichnaya Citrona and Jack Daniel’s Original Hard Cola flavored malt beverages; and has primary products ICEHOUSE and Red Dog from the Plank Road Brewery, a small division of Miller. Specialty regional brands include Leinenkugel’s and Henry Weinhard’s. The company brews Sharp’s, a non-alcohol brew, and has malt liquor brands including Olde English 800 and Mickey’s Malt Liquor. More information is available at www.MillerBrewing.com and http://www.MillerBeer.com.

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CONTACT:

Roxana Lissa

or

Ivette Zurita

310-385-1697

MILLER BREWING COMPANY FORGES PARTNERSHIP WITH PARENTS FOR UNITY TO BENEFIT LOS ANGELES LATINO PARENTS