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A Letter from Peter Swinburn Welcome and thanks for making your way to MVParents.com. This site is based on the work of our partner, Search Institute®. The experts at Search Institute have identified 8 categories of positive experiences and qualities that children and young people need to grow up healthy, engaged and successful. They’re called Developmental Assets®. And, they work. Search Institute studies of more than 2.2 million young people in the United States show that the more assets young people have, the less likely they are to engage in high-risk behaviors and the more likely they are to thrive. In fact, when kids have 31 to 40 of the assets, they are 15 times less likely to engage in underage drinking than those with zero to 10 of the assets. Skeptics have asked how Coors Brewing Company can credibly fight underage drinking. Yet, our privilege to succeed in this business is partly based on how well we do at preventing underage drinking. We have a vital and sincere interest in keeping kids away from our products. At Coors, we do everything we can to keep our products from anyone under 21. But our influence to discourage kids from drinking only goes so far – parents have the most impact on what their kids decide to do. MVParents.com is the first Developmental Assets-based web site that speaks directly to parents and gives them tools to help their children thrive. We’re proud to be a corporate sponsor and to support the important work Search Institute does on behalf of America’s young people. Sincerely, Peter Swinburn CEO and President, Coors Brewing Company |
Chief Marketing Officer of Coors, Andy England talks about how parents can help prevent underage drinking. |
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