E-Malt.com News article: USA: Attorney general to investigate into Coors Light sponsorship of Puerto Rican Day Parade after beer can scandal

After Silver Bullet marked with Puerto Rican Day Parade logo caused a stir, state Attorney General Eric Schneiderman wants to know how the parade's primary sponsor has supported the positive work of the parade — aside from marketing the Coors Light brand, New York Daily News reported on May, 30.
The state attorney general’s office is investigating a beer behemoth and the National Puerto Rican Day Parade in the wake of a scandal over cans displaying the Puerto Rican flag.

Coors Light tried to can the controversy on May, 30, vowing to stop production on its Puerto Rican-themed can after outcries from a local community group.

But the state’s top lawman, Attorney General Eric Schneiderman, wants to know more about how the beer brand using the popular parade to market its suds.

Schneiderman’s office sent letters to MillerCoors and the Parade leadership on May, 29 and May, 30 demanding to know how exactly the beer company has supported good works by the parade.

“MillerCoors’ sponsorship of the 2013 Parade has raised concerns about how the charity is being used to market and sell alcoholic products, especially in light of the 2013 Parade’s theme, ‘Celebrating Your Health.’” the AG’s office wrote to MillerCoors.

In an effort to stop the scandal, MillerCoors' Chief Public Affairs Officer, Nehl Horton, sent a letter of apology to Harlem-based Boricuas for a Positive Image announcing that the company would stop selling commemorative 24 oz. tall boys adorned with the National Puerto Rican Day Parade logo.

"We apologize if the graphic on our promotional packaging inadvertently offended you or any other members of the Puerto Rican community," the letter states.

The missive came just two hours before a scheduled protest outside of Manhattan Beer, Coors' New York distribution company on May, 31. Boricuas for a Positive Image and local politicians voiced outrage over the cans after they started popping up in stores in time for the Puerto Rican Day Parade June 9.

The beverage giant appeared to be deflecting responsibility in the letter, claiming that they were caught in between a dispute between Boricuas for a Positive Image and parade organizers. “It’s unfortunate that we have been caught in the middle of a disagreement between the BFPI and NPRDP over the sale of promotional sponsorships to fund the parade,” Horton wrote.

Coors has sponsored the parade for the past seven years, said Madelyn Lugo, who heads the National Puerto Rican Day Parade.

“It was never MillerCoors' intention to disrespect the Puerto Rican community, and/or any of its symbols,” said Lugo in a statement. “The company's intention was to celebrate pride and heritage.”

Some feel the incident is indicative of a larger problem with parade organizers.

“The National Puerto Rican Day Parade's irresponsibility in not only authorizing this campaign, but then dismissing the community's response has been deeply disturbing," said Councilwoman Melissa Mark-Viverito (D-Mott Haven).


31 May, 2013