Two pioneers in recycling unite to reward consumers for their environmental efforts.

Coors Brewing Co., inventor of the first 100% recyclable aluminum can, has kicked off its latest sustainability initiative by announcing a partnership with Recyclebank, the company that rewards people for taking every day green actions with discounts and deals.

The program, Coors Recycles, will support the Recyclebank mission to promote environmentally conscious waste disposal through a monetary contribution and special packaging.

A portion of select Coors Light and Coors Banquet packages sold now through March 31, 2013, helps fund a contribution of up to $250,000 from Coors Recycles to Recyclebank. Recyclebank is using these funds, in part, to build a national online campaign to educate consumers about the benefits of aluminum recycling and reward them for their engagement. Purchasers should look for the Coors Recycles logo and messaging on specially-marked packages to participate.

“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. “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, 152 million aluminum cans are recycled each day, making them the most recycled item in the U.S.

“At Recyclebank, our valued partners join us in the ongoing challenge to generate economic, environmental and social benefits for communities across the country,” said Jonathan Hsu, CEO of Recyclebank. “With Coors Recycles, we look forward to increasing community engagement and offering rewards for green actions in the form of valuable savings.”

For more information about how Coors Recycles is helping the recycling movement, please visit Facebook.com/CoorsLight, Facebook.com/CoorsBanquet or Recyclebank.com/Aluminum.