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Responsible NASCAR Fans Rewarded at Richmond International Raceway

Miller Lite, Americrown and TEAM Coalition Partner to Promote Responsibility at Track

/EIN News/ -- Richmond, VA, April 25, 2016 (GLOBE NEWSWIRE) -- Responsible NASCAR fans earned valuable rewards at the Toyota Owners 400 at Richmond International Raceway on Sunday.  Miller Lite, Americrown and Techniques for Effective Alcohol Management (TEAM) Coalition partnered to promote responsible drinking and traffic safety at RIR.

Joined by Miller Lite brand ambassadors, the following TEAM Coalition member representatives congratulated the Richmond International Raceway winner of the Responsibility Has Its Rewards sweepstakes.
(Left to Right) Jordan Jiloty, Director of Public Affairs for NASCAR; Jill Pepper, Executive Director for TEAM Coalition; Lisa Cruz, sweepstakes winner; Brad Keselowski, NASCAR driver #2 Miller Lite Ford; Chip Bellamy, Distributor Sales Manager for MillerCoors


Before the race, 82 fans made the pledge to be a designated driver for their group. After signing the pledge, the designated drivers received a free souvenir photo, autograph a responsibility wall and entered for a chance to be selected as the Designated Driver for the Race. One randomly selected responsible fan will win the Responsibility Has Its Rewards sweepstakes. The grand prize includes tickets and a VIP experience for two people at the Federated Auto Parts 400 on September 10, 2016 at Richmond International Raceway.

The Designated Driver for the Race from the Federated Auto Parts 400 last September, Lisa Cruz, received a pair of tickets and a behind-the-scenes experience before the Toyota Owners 400. She and her guest also met Brad Keselowski, driver of the No. 2 Miller Lite car, before the race.

“We applaud those who signed the pledge to be a designated driver for their group during race weekend,” said Richmond International Raceway President Dennis Bickmeier. “It’s important for everyone to be responsible when choosing to consume alcohol while enjoying the race weekend at RIR.”

 “We believe that with great beer comes great responsibility, and we’re thrilled to partner with NASCAR, Richmond International Raceway and TEAM Coalition to help promote responsibility at the track,” said Diane Wagner, MillerCoors responsibility commerce manager. “For many legal drinking age fans, enjoying a beer on race day is part of the NASCAR experience, and we want to encourage fans to enjoy the race responsibly and plan ahead for a safe ride home from the track.”

“Americrown believes responsible alcohol consumption improves the fan experience at events,” said Rishi Nigam, Vice President of Americrown. “As a proud member of the TEAM Coalition, we use proven training tools to educate our service staff as well as our partners in venue management.  Each day, we pledge to operate with the highest integrity for the benefit of all stakeholders.”

"The success of the Responsibility Has Its Rewards campaign is a direct result of the commitment from our members and all the designated-driver program partners, including the tracks, beer companies and state offices of highway safety," said TEAM Coalition Executive Director Jill Pepper. "Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins."

About Richmond International Raceway

Richmond International Raceway, known as America’s Premier Short Track, offers exciting night racing action and a commitment to the fan experience. One of the most popular facilities among drivers and fans in all of motorsports, Richmond International Raceway annually hosts all of its major events—two NASCAR Sprint Cup Series races, two NASCAR Nationwide Series events and one NASCAR K&N Pro Series East race—under the lights on its ¾-mile D-Shaped oval. The unique layout consistently produces the thrill of side-by-side racing, coupled with high enough speeds for a superspeedway feel. Combined with first-class amenities (including the state-of-the-art Video Scoring Tower) and a focus on the fans, guests at Richmond International Raceway can expect lasting memories on each visit. For tickets to events at Richmond International Raceway, call 866-455-7223 or visit www.rir.com online. Like us on Facebook and follow us on Twitter @RIRInsider.

About MillerCoors

Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage.  Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet.  Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, which celebrates its 20th Anniversary this year. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using fresh-pressed American juice. The company imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch.  MillerCoors also offers pioneering new brands such as the Redd’s franchise, Redd’s Wicked and Smith & Forge Hard Cider.  MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

About Americrown

Americrown, originally formed in 1989 by Lesa France Kennedy, Chief Executive Officer of International Speedway Corporation, is the leader in motorsports catering and concessions. Operating at 11 NASCAR-sanctioned tracks nationwide, Americrown touches millions of race fans annually. Our ever growing fleet of mobile food concessions and catering equipment is unparalleled in the industry. Anywhere, anytime. If you can dream it, we can do it!

Americrown's team of industry professionals brings a wealth of experience and dedication to the table with an overall goal of customer satisfaction. We specialize in fine dining and food concession plans to not only fit the events at which we operate, but to optimize the guests' experience! For more information, visit www.americrown.com.

About TEAM Coalition

TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition's members and supporters include NASCAR, Major League Baseball, Major League Soccer, National Basketball Association, National Football League, National Hockey League, National Collegiate Athletic Association, Americrown, Aramark, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, Constellation Brands, HEINEKEN USA, MillerCoors, Brown-Forman, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, Elite, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration.

For more information, go to www.TEAMCoalition.org.

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Marty Moldan, MillerCoors – Marty.Moldan@millercoors.com 
Jill Pepper, TEAM Coalition – 703-647-7431 jill@teamcoalition.org
Aimee Turner, Richmond International Raceway – 804-228-7645, aturner@rir.com

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