MillerCoors Adds ‘Responsibility’ into new brand logo
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by Megan Brown on 04/03/2009
MillerCoors has been touting sustainable development since 2006.
Corporate sustainability leader, MillerCoors has announced a new corporate identity through a new logo ‘Great Bear, Great Responsibity.’ This new logo will be used on packaging, point-of-sale materials and advertising and touts responsibility through five areas: alcohol responsibility, environmental responsibility, community investment, and ethics and transparency.
MillerCoors has been incrementally improving its sustainability programs and initiatives over the last several years and has been awarded for their efforts with accolades that include the Energy Saver Award from the DOE and two Colorado Energy Efficiency awards from Xcel. It has been able to make real changes to reduce waste and has a zero waste goal at its breweries, a goal supported by its many waste diversion partnerships. Examples of these include giving spent brewers grain to farmers for animal feed and bubble wrap to non-profits. Water is another area that MillerCoors is focused on conserving. In fact, it touts the lowest amount of water used per liter of beer in the industry. As for electricity conservation, it has two facilities that produce biogas from treating waste water that is then used to generate electricity.
The people interviewed in the October 9, 2008 video attribute one of the reasons for the success of its programs to having involvement and support at all levels of the organization. From senior management to plant management to supply chain oversight, it is crucial to have company-wide support and accountability. To learn more about MillerCoors’ sustainability programs and benchmarks, check out their environmental brochure.
Corporate sustainability programs and reporting need to be an integral part of a company's operations which is what MillerCoors is doing. It is being transparent about its large goals such as zero waste and promoting its incremental accomplishments along the way. These are steps that I feel good about and learning that MillerCoors is focused on more than one bottom line makes this brand not just look greener but feel greener. ~Megan
Megan Brown in the Client Relations Manager at Renewable Choice.