MillerCoors THIRST Freshwater Innovation Lab will Enhance Interactive Education
MILWAUKEE (Nov. 16, 2009) – MillerCoors announced a multi-year investment totaling $500,000 to fund an expansion of public water education programs through Discovery World’s Freshwater Initiative.
The new MillerCoors THIRST Freshwater Innovation Lab will provide a hands-on environment for visitors to meet industry experts, participate in unique classes and engage in educational projects from Discovery World’s water curriculum.
The Lab, located on the second floor of Discovery World’s Aquatarium Building, will feature a micro-scale brewery that will allow visitors to experience each step of the beer production process, focusing on water’s vital role in brewing. It will also highlight four core freshwater concepts including: water chemistry, microbiology and organisms, properties of water and water-based business and technology opportunities. Through the Lab, the public will connect with freshwater resources in tangible ways and recognize the opportunities for impact available in their own daily lives.
“We are committed to protecting and conserving the water that is a main ingredient in our great beers,” says Mike Jones, vice president of corporate affairs at MillerCoors. “With the THIRST Freshwater Innovation Lab, we hope to help inspire the next generation of water innovators who will continue the legacy of water stewardship in the Milwaukee community for years to come.”
The new MillerCoors THIRST Freshwater Innovation Lab is currently under construction with plans to open in spring of 2010. The new interactive experience will support Discovery World’s Freshwater Initiative, which showcases the beauty, power and economic potential associated with freshwater stewardship.
“Our exhibits and educational labs stress the impact that people and businesses have on water issues with the goal of inspiring individuals and leaders to take action,” said Joel Brennan, president and chief executive officer at Discovery World. “The MillerCoors THIRST Freshwater Innovation Lab will showcase the connections between technology, science and nature and present real world examples of how all of these come together in an industry setting.”
The investment by MillerCoors continues a series of initiatives the company is committed to regarding water conservation, which it has designated as one of its key sustainable development priorities. Its breweries constantly strive to reduce the amount of water used to brew its beer and have implemented changes in operations in order to better conserve water. Specific examples of brewery efforts to reduce and reuse water, along with the company’s progress and goals for the future are outlined in a Sustainable Development Report released earlier this year entitled, “From Grain to Glass.” This report is available on the company’s Web site at http://www.millercoors.com.
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About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America’s best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.
About Discovery World
Discovery World connects people with innovation, science, technology and the environment with exploration and education through interactive exhibits and experiential learning programs. Key features in the facility include interactive science, technology and freshwater exhibits, innovation labs, high-def theaters, television and audio studios as well as fresh and saltwater aquariums. Discovery World is also home to Wisconsin’s Flagship the S/V Denis Sullivan. To find out more call (414) 765-9966 or visit http://www.discoveryworld.org.
Media Contacts:
Julian Green
312.496.2971
Green.julian@millercoors.com
Lucy Leety-Wheeler
312.577.1765
lwheeler@digcommunications.com
Richard Cieslak
414.765.8636
rcieslak@discoveryworld.org
