Heineken USA and Taxi Magic Drive Home Their Commitment to Responsibility and Safety This Holiday Season

WHITE PLAINS, N.Y. – December 20, 2010 – Heineken USA and Taxi Magic, the first nationwide free taxi booking service, are reinforcing their commitment to responsible decision making and safe travel this holiday season when entertaining is at its peak. Heineken USA, exclusive beverage alcohol sponsor of Taxi Magic, is announcing a program for the holiday season that will help build awareness of this joint responsibility initiative.

The new Taxi Magic Holiday program encourages distributors and retailers to challenge consumers to download the Taxi Magic application to have a designated driver at your fingertips. Consumers will see posters, table tents, coasters and logos in retail directing them to taximagic.heineken.com for download instructions of the application. Consumers can book a cab in one of four ways – through the new Taxi Magic app, via phone, by texting their location to TMAGIC or online through taximagic.com. Regardless of which way the consumer chooses to engage the service, Heineken USA encourages consumers to “make it a night of great choices”.

“At Heineken USA we are committed to driving innovation to deliver world-class experiences to our consumers while promoting responsible consumption and decision making,” said Suzanne McGovern, corporate responsibility and alcohol policy manager, Heineken USA. “Taxi Magic is an innovative and powerful tool that connects consumers with a local taxi company, no matter where they are in the US. We are committed to getting the word out particularly during this key time when there are so many celebrations. It is important that we offer a tool for revelers to get home safely and responsibly. .”

“Since our partnership first launched in March 2010, we have activated Taxi Magic at several key Heineken events with great success and we look forward to ‘driving the program home’ even more this holiday season,” said Dan Tearno, Senior Vice President and Chief Corporate Relations Officer, Heineken USA. “As a leading alcohol beverage company, Heineken USA has an important role to play in identifying solutions to issues associated with alcohol consumption and Taxi Magic is the right partner to help us bring our responsibility activities to the next level. Together, Heineken and Taxi Magic hope to make this a safe and joyous holiday season for all.”

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