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TORONTO, ONTARIO--(Marketwire - Dec. 28, 2009) - Molson Coors Canada is spending over $130,000 to help raise awareness and support communities across the country in their efforts to encourage responsible drinking this holiday season. Its 2009 Taking You Home for the Holidays campaign includes the sponsorship of free transit service on New Year's Eve in Toronto, Ottawa, and Stratford, ON; Winnipeg, MB; and Regina, Saskatoon, Moose Jaw and Prince Albert, Saskatchewan. The campaign will also be active in Quebec through its Molson Angels, as well as in St. John's, NL; Halifax, NS; Moncton, NB; Charlottetown, PE; Edmonton, AB; and Vancouver, BC, with the distribution of over $5,000 in TAXIGUY Dollars – the National Taxicab Currency for Canada.

"The holidays are a time when safe travel becomes that much more important because we often make a point of traveling to meet family, friends and co-workers in holiday social settings," says Amir Remtulla, Public Affairs, Molson Coors Canada. "So we're proud to play our part to help people make the responsible choice to get home safely this holiday season, as well as throughout the year."

The New Year's Eve transit programs offer free public transportation on the transit system on New Year's Eve to help ensure people get home safe after ringing in the New Year. It encourages everyone to plan to get home safe by letting public transit be their designated driver.

The free New Year's Eve transit programs sponsored by Molson Coors Canada are as follows:

• Toronto, ON – 12:01 a.m. (Jan 1, 2010) - 4 a.m.
• Ottawa, ON – after 11 p.m., with routes 95, 96 and 97 extended until 4 a.m.
• Stratford, ON – 6 p.m. - 3 a.m.
• Winnipeg, MB – 7 p.m. – 1:38 a.m.
• Regina, Sask – 7 p.m. - 3:15 am
• Saskatoon, Sask – 6 p.m. - 3 a.m.
• Moose Jaw, Sask – 7:15 p.m. - 2:45 a.m.
• Prince Albert, Sask – 7 p.m. - 3:15 a.m.

This service ensures New Year's Eve revellers have an easy option to help them get home safely.

The Molson Angels' mission is to educate as many consumers as possible about the benefits of planning their safe return home, whether that means taking a taxi, public transportation, or riding with a designated driver. This year, during the two weeks prior to the holiday season, the Molson Angels will be touring some thirty resto-bars in Montreal and Quebec City to distribute $5 discount coupons for taxi service to bar managers, who will distribute them to their customers upon request. This initiative will help the Molson Angels encourage consumers to make a responsible choice during a time of the year when alcohol consumption increases.

Since Molson Coors Canada is a founding member of TAXIGUY – a nationwide network of 425 taxicab companies that are linked together through a toll-free phone number (1888TAXIGUY) – the two have partnered once again to offer $5 TAXIGUY vouchers to customers as a friendly reminder to plan a safe ride home on during the holiday season.

Molson Coors Canada employees will spread the holiday cheer by visiting local licensed establishment in St. John's, NL; Halifax, NS; Moncton, NB; Charlottetown, PE; Edmonton, AB; and Vancouver, BC, this holiday season to distribute over $5,000 in TAXIGUY Dollars.

"Molson Coors Canada is delighted and proud to be partnering with 188TAXIGUY and transit services to make these initiatives happen in every province," continues Remtulla. "We encourage everyone to celebrate the season and to make sure everyone has a plan to return home safely."

In addition to supporting the local efforts across the country, Molson Coors Canada also has a website dedicated to responsible choices: [ www.responsiblechoices.ca ]. Visitors to the website can get tips to help them make responsible choices and find out more about Molson Coors Canada's efforts in this important area.

About Molson Coors Canada
Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K and Asia. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner.