Miller Brewing Company Launches Respect 21 Program in San Diego

Miller Brewing Company and Mesa Distributing are working with the San Diego Neighborhood Market Association to launch the Respect 21 Responsible Retailing Program as part of their ongoing efforts to prevent the sale of alcohol to minors.

Miller Brewing Company and Mesa Distributing are working with the San Diego Neighborhood Market Association to launch the Respect 21 Responsible Retailing Program as part of their ongoing efforts to prevent the sale of alcohol to minors.

Respect 21 was developed by Miller Brewing Company in partnership with Brandeis University and the Responsible Retailing Forum. The program is designed to enhance retailers’ current practices and procedures to prevent the sale of alcohol to minors. 

Research results from Miller’s pilot program cities demonstrated that participating retailers saw an increase in the number of times that their employees asked for an ID. For example, requests for age verification by retailers increased 13 percent in Waukesha, Wisconsin and 44 percent in Madison, Wisconsin, following the program.  

While the Respect 21 Responsible Retailing Program addresses retail efforts at helping to prevent youth access to alcohol, there are also strong social contributors that need to be addressed as well. Respect 21  provides resources that assist parents, law enforcement, community leaders, educators and public health officials in solving these problems.