New Resource Helps Parents Reduce High Risk Behaviors in Children; MVparents.Com Playbook Provides Real-Life Strategies to Become a Child's MVP.

GOLDEN, Colo. -- With pressure in school, on the field and at home, children constantly are confronted with challenges and decision-making that will shape their future. Many parents struggle with similar issues when raising children -- How do you instill positive values in your kids? How do you steer them away from negative behaviors? How do you help them grow up successfully? How can you be both a parent and a coach?

In an effort to address these questions and the most at-risk issues facing young people today, MVParents.com announces the release of The Ultimate Playbook for Parenting, an easy-to-read, downloadable tool to help parents become the "most valuable players" in their children's lives.

MVParents.com is an initiative created for busy, caring parents who want trusted information about raising responsible children and teens. The Playbook is the latest offering from MVParents.com, a collaboration of Search Institute(SM) -- a national leader in helping parents and community leaders understand what children and teenagers need in their lives to make positive, responsible choices, Coors Brewing Company and PLAYERS INC, the marketing and licensing subsidiary of the NFL Players Association.

"Adolescents are confronted with daily challenges, decisions and potential pitfalls that can steer them in unhealthy directions," said Dr. Peter Benson, president of Search Institute. "Parents have a lot of influence over their children's decisions and there are simple everyday actions parents can take to impact those choices."

Dr. Benson has identified the top four most at-risk issues in the lives of adolescents and provides tips parents can use when faced with these problems:

1. Talking with kids about tough issues -- Develop healthy communication by talking about the every day stuff from homework to teenage sex -- be approachable and take your children's concerns seriously.

2. Negative peer pressure -- Build positive peer relationships by welcoming their friends into your home. Set limits and clear expectations, and ask inviting questions to find out what interests your children and their friends share.

3. Dealing with underage drinking -- Help children make responsible choices by being honest about your own alcohol use, if you drank as a teenager, share why you believe it was a poor choice. Be proactive and assist your children to cultivate skills needed to resist peer pressure.

4. Balancing work and family -- Coordinate and negotiate in your family about activities and schedules. And, relax, you don't have to do everything perfectly, evaluate priorities and choices, and encourage relationships with other caring adults.

The Ultimate Playbook for Parenting addresses these risks and provides parents with a "personal coach" in the parenting process. The Playbook, with a forward from legendary football great Barry Sanders, includes real "plays" for helping kids to be more successful in school and ideas for getting involved in the community. It includes block and tackle tips for reducing other high-risk behaviors to set the foundation for making positive choices now and throughout their lives.

MVParents.com and The Ultimate Playbook for Parenting are built on Search Institute's extensively used, research-based framework for 40 Developmental Assets(TM). These assets are positive experiences, relationships, opportunities, and personal qualities that all young people need to help them make positive choices. Studies show that young people who experience more assets are more likely to make healthy choices and avoid high-risk behaviors, such as alcohol use and school failure.

"Developmental Assets are organized into eight categories and we recommend parents follow these areas of focus every day when addressing their child's development," said Dr. Benson. "The new Playbook gives us the ability to get these vital tools into the hands of even more parents who must deal with everyday issues in the lives of their children."

Parents can find the The Ultimate Playbook for Parenting on www.mvparents.com along with other research-based tools to address everyday parenting issues. Parents also can register for "Everyday Parenting Ideas," a weekly e-mail update with tips, ideas, and encouragement.

About Search Institute(SM)

Search Institute is a national leader in generating cutting-edge ideas, research, and strategies for growing healthy, thriving children and adolescents. Founded in 1958 as an independent nonprofit organization, the mission of Search Institute is to provide leadership, knowledge and resources to promote healthy children, youth and communities. At the heart of Search Institute's work is its framework of 40 Developmental Assets(TM), which identifies positive experiences, relationships, opportunities and personal qualities that all young people need to help them make positive choices. For more information on Search Institute and to view the full list of 40 Developmental Assets, visit MVParents.com.

About Coors Brewing Company

Coors Brewing Company is a subsidiary of Molson Coors Brewing Company, (NYSE:TAP) (TSX:TAP). It is the third largest brewer in the U.S. The company's U.S. brands include Coors Light, Molson Canadian, Coors, Aspen Edge, Killian's Irish Red, Keystone, Blue Moon, Coors NA and Zima XXX. For more information on Molson Coors, visit the company's Web site, www.molsoncoors.com.