The Coors company, which invented the first 100% recyclable aluminum can, will donate a portion of select Coors Light and Coors Banquet packages sold now through March 31, 2013 to Recyclebank, the recycling rewards company.
Coors plans to donate up to $250,000 to Recyclebank to go toward building an online campaign to educate consumers about the benefits of aluminum recycling, the release said. The funding will also help Recyclebank reward consumers for their engagement.
Participating Coors products will be specially-marked with the "Coors Recycles" logo.
"We're proud that Coors Brewing Company invented the first 100% recyclable all-aluminum can in 1959," said Pete Coors, MillerCoors chairman of the board, in the statement. "The Coors Recycles program aims to remind legal-drinking-age consumers of the importance of recycling their beer cans, and through Recyclebank, offers them a refreshing way to get involved in a greener lifestyle at varying levels."
Today, aluminum cans are the most recycled item in the U.S., at 152 million cans a day, according to the news release.
"With Coors Recycles, we look forward to increasing community engagement and offering rewards for green actions in the form of valuable savings," Recyclebank CEO Jonathan Hsu said in the statement.