Miller High Life Extras to Reward Consumers for Living the High Life

Loyalty Program Invites Consumers to ‘Live the Life, Get the Gear’


MILWAUKEE, March 3 /PRNewswire/ — Miller High Life today launched Miller High Life Extras, a loyalty program that will reward consumers who are “living the high life” with exclusive, limited-edition merchandise, ranging from an official Miller High Life delivery shirt to a branded fire pit.


Miller High Life Extras is a points-based loyalty program that allows consumers to earn reward points by purchasing specially marked 12-pack bottles and 12-pack, 24-pack and 30-pack cans of Miller High Life and 12-pack bottles and 30-pack cans of Miller High Life Light. Each bottle or can in eligible packaging will be worth 10 points, making it simple for consumers to earn points toward High Life gear.


“Miller High Life fans are among the most loyal, common sense beer drinkers in the country, and the Extras program is our way of rewarding their loyalty,” said Kevin Oglesby, senior brand manager for Miller High Life. “Whether they save up points to earn a High Life baseball hat or an authentic delivery shirt, consumers can proudly display the timeless High Life logo, knowing they’ve chosen the best beer value in America.”


Consumers earning reward points can create an account and upload point codes at MillerHighLife.com, where they will be able to track points, and view and order exclusive limited-edition merchandise. Miller High Life Extras account members also can send e-cards to friends who are not already participating in the program and invite them to enroll. For each referred person who enrolls and participates, the referring consumer will receive 10 points.


Current gear offerings include a men’s T-shirt, a women’s T-shirt, boxer shorts, a hooded sweatshirt, a baseball cap, an official Miller High Life delivery shirt, a duffle bag, key chains and a fire pit. Point values for the rewards, which will be refreshed throughout the year, range from 60 points for High Life-themed screen savers to 31,000 for the fire pit, so consumers have the opportunity to redeem points following their first purchase.


“This is the first national loyalty program of its kind in the beer industry, so we’re proud to break new ground and give our loyal consumers a chance to show they’re living the High Life,” Oglesby said. “And since High Life is ‘common sense in a bottle,’ naturally there are no shipping or handling charges for the rewards.”


Membership in the High Life Extras loyalty program is open to individuals who are legal residents of the United States, excluding residents of Arkansas, California, Connecticut, Hawaii, Indiana, Kentucky, New Jersey, Virginia and West Virginia, who are at least 21 years of age as of the date of enrollment. Consumers can collect and redeem High Life Extras points through Feb. 28, 2009. Additional terms and conditions are available at http://www.millerhighlife.com/.


About Miller


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 captures approximately 18 percent of U.S. beer sales. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that established the American light beer category in 1975. Miller’s latest innovation is Miller Chill, a chelada-style beer brewed with lime and salt to provide a unique twist on refreshment. The company also brews Miller Genuine Draft, Miller High Life, Foster’s, Milwaukee’s Best Light, Olde English 800, Mickey’s Malt Liquor, Icehouse and Sharp’s, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Tyskie and offers the Sparks line of caffeinated alcohol beverages, as well as regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Miller is a wholly owned subsidiary of SABMiller plc, one of the world’s leading brewers with a global footprint spread across six continents. For more information, visit http://www.millerbrewing.com/.


First Call Analyst:
FCMN Contact:


Source: Miller Brewing Company