Two Legendary Milwaukee Icons to Team Up Again for Major Celebration; Brewer Planning National Summer Promotion Featuring Harley-Davidson(R) Motorcycles
MILWAUKEE, Sept. 24 /PRNewswire/ — Miller Lite is inviting millions of Harley-Davidson(R) motorcycle owners and enthusiasts to ride towards great taste and refreshment next summer.
Building on a relationship between two Milwaukee neighbors that dates to Harley-Davidson’s 90th anniversary celebration in 1993, Miller Lite will be the exclusive malt beverage sponsor of next year’s Harley-Davidson 105th Anniversary Celebration. The only light beer to win four gold medals in the bi-annual World Beer Cup’s American-style Light Lager category, Miller Lite will feature a national summer promotion highlighting the Harley-Davidson affiliation.
“This is a natural alliance that brings together two great American companies who know how to exceed consumer expectations,” said Tom Long, Miller’s president and CEO. “American beer drinkers who want great beer taste and refreshment in their light beer know that Miller Lite is the best choice, just as riders who truly appreciate world-class power and design in motorcycles have looked to Harley-Davidson since 1903. Together, we’ll invite people on a journey that will highlight the best that summer has to offer.”
The Harley-Davidson 105th Anniversary Celebration is highlighted by two key elements:
— The Ride Home will be the biggest Harley-Davidson Anniversary ride in
history. There will be 105 unique starting points around the United
States, each hosted by a Harley-Davidson Motor Company representative.
The 105 starting points will all feed into 25 major routes bound for
Milwaukee with an arrival date of August 28, 2008.— There will be four days of non-stop activities planned throughout the
city of Milwaukee from August 28-31. The events will be centered
around the Milwaukee lakefront area with highlights including music,
food and entertainment, activities at the Harley-Davidson Museum(TM),
and a special Harley-Davidson exhibit at Discovery World.
Miller Lite’s Harley-Davidson promotion will kick off in mid-May, featuring commemorative packaging, motorcycle giveaways, additional Miller Lite/Harley-Davidson branded merchandise that will be given away as part of the Miller Lite promotion, point-of-sale materials and regional/local promotions and events. More details of the Miller Lite promotion will be available in early 2008. The brand also will be actively involved the 105th Ride Home and the Celebration in Milwaukee.
“We’re thrilled to have Miller Lite join us on our 105th Anniversary journey and are looking forward to a great celebration year,” said Joanne Bischmann, Harley-Davidson vice president – licensing and special events.
Both Miller Brewing Company and Harley-Davidson produce quality products that millions of Americans enjoy. It is extremely important to both companies that these products are enjoyed safely and responsibly. In an effort to promote safe motorcycle riding practices and responsible alcohol consumption, Miller and the American Motorcyclist Association have partnered to create Keep Your Balance, a comprehensive educational program for riders. The program launched at the Harley-Davidson-sponsored Tomahawk Fall Ride and will have a presence at upcoming motorcycle events across the country, including the 105th Anniversary Celebration. Miller will also utilize its national distributor network to help promote and communicate the program via retailers. Visit http://www.millerkeepyourbalance.com/ for more information.
About Miller Brewing Company
As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. In the past decade, Miller beers have won 105 medals – more than twice as many as its major competitors – at the biannual World Beer Cup and annual Great American Beer Fest. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that has defined the American light lager category since 1975. Miller’s latest innovation, Miller Chill, is a chelada-style beer brewed with lime and salt, providing a unique twist on refreshment. Miller also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process introduced in 1985. The company’s oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell, Tyskie and Foster’s, and it offers regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Near-premium beers include Milwaukee’s Best Light, Steel Reserve, Olde English 800, Mickey’s Malt Liquor, Icehouse and Sharp’s, a non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the world’s leading brewers with a global footprint spread across five continents. For more information, visit http://www.millerbrewing.com/.
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Source: Miller Brewing Company
