The Coors Brewing Co - Illustration

Modern Brewery Age, June 24, 2002

Caption: The Coors Brewing Co. has trained fourteen new "TIPs" (Training for Intervention Procedures) trainers, during a training course at the company's Northeast Field Business Area headquarters. The new TIPs trainers are a diverse group, according to Ed Van Den Ameele, Coors Eastern manager for industry and corporate issues.

"This class included Coors and Molson representatives from the Midwest and Northeast; Coors distributors from Kansas, Indiana, New York City, Philadelphia, New Jersey, Upstate New York and Southeast Pennsylvania, as well as two police officers from Hoboken, NJ, who are responsible for dealing with alcohol issues in their community," Van Den Ameele noted. "These new TIPS trainers can now train servers at retail in on-premise accounts, off-premise accounts or in concessions. They will be able to perform a valuable service, in training servers to recognize when someone shouldn't be serve."