Coors sponsors course to certify new "TIPS" trainers.

The Coors Brewing Co. recently sponsored a course to certify new "Training for Intervention Procedures" or "TIPS" trainers in the eastern U.S. "There are now newly-certified TIPS trainers in the Midwest, Northeast and Southeast thanks to this two-day training course," said Ed Van Den Ameele, Coors Eastern Region Manager for Corporate Responsibility.

TIPS ("Training for Intervention Procedures") was developed by the Health Education Foundation, Inc., to help hospitality industry servers identify underage customers and consumers that should not be served.

The most recent course was taught by Adam Chafetz, master trainer for TIPS, at TIPS headquarters in Arlington VA. The new TIPS trainers--who can now train servers at retail in on-premise, off-premise, concessions and anyone who serves alcoholic beverages--were a diverse group including Coors and Molson sales representatives from Michigan, New Jersey, Virginia, Indianapolis, Chicago, Cleveland, Philadelphia, Albany NY, a beer distributor representative, as well as two Virginia store managers from the Sheetz Inc. c-store chain. "These new Coors TIPS trainers will now be able to perform a valuable service in training alcohol beverage servers to serve in a responsible manner," Van Den Ameele said. "They will be able to recognize when someone shouldn't be served, and to curb underage drinking."