Brewer Announces Fundraiser As Part Of Its Summer-Long Harley-Davidson 105th Anniversary Celebration Promotion
MILWAUKEE, May 22 /PRNewswire/ — Miller Brewing Company will donate 10 cents to the Muscular Dystrophy Association (MDA) for every Miller Lite bottle cap collected now through Sept. 1, 2008, as part of the brand’s “Better. Bolder. Summer” promotion. Miller Lite, the “ultimate light beer,” is the official beer sponsor of this summer’s Harley-Davidson 105th anniversary celebration.
Legal-drinking-age consumers can donate their Miller Lite bottle caps in several ways, including at collection points located in participating retailers across the country; just look for the “Miller Lite Bottle Caps for MDA” boxes beginning in early June. Ultimately, these bottle caps will be shipped to Milwaukee for the August 28-31 celebration of Harley-Davidson’s 105th anniversary. Miller will make a donation up to $100,000 to MDA based on the number of Miller Lite caps collected.
“We are proud and honored to be teaming up with our favorite neighbor once again as we celebrate Harley-Davidson’s 105th anniversary with them,” said Antonio Maldonado, Miller Lite’s vice president of marketing. “Enjoying the only light beer brewed to deliver the perfect combination of taste and refreshment is usually reason enough to choose Miller Lite. This summer, beer drinkers can feel even better about drinking ‘the ultimate light beer,’ knowing that they’re helping raise money for a great cause in MDA.”
— Consumers also can mail bottle caps to Miller Brewing Company,
Attention “Miller Lite Bottle Caps for MDA,” 3939 W. Highland Blvd.,
P.O. Box 482, Milwaukee, WI 53201-0482.— Additionally, any Harley-Davidson riders coming to Milwaukee for the
105th anniversary celebration are encouraged to bring their Miller Lite
bottle caps with them and deposit the caps into the giant Miller Lite
bottle.
Miller Lite bottle caps collected around the country will be sent to Milwaukee to be counted and deposited into the giant Miller Lite bottle. In addition to raising money via the “Miller Lite Bottle Caps for MDA” effort, the brewer is helping raise money for MDA in other ways this summer:
— For every 18-pack of Miller Lite bottles or cans sold at 7-Eleven
stores across the country, Miller will donate 25 cents, up to an
additional $100,000. Consumers can learn more about the ways that
7-Eleven will be partnering with Miller Lite and MDA at displays in
their local stores.— At participating retailers across the country — bars, restaurants,
grocery stores, liquor stores and so on — consumers can join the fight
against muscular dystrophy by purchasing a motorcycle mobile for $1,
with all proceeds going directly to MDA.— Consumers also can contribute to MDA via BetterBolderSummer.com.
MDA is a voluntary health organization working to defeat more than 40 diseases through programs of worldwide research, comprehensive services, and far-reaching professional and public health education. The ALS Division of MDA is the world leader in the search for a treatment and cure for Lou Gehrig’s disease with its aggressive research program. MDA also offers the most comprehensive range of services of any voluntary health agency in the nation.
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 capture 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
CONTACT: Scott Bussen of Miller Brewing Company, +1-414-931-3848,
bussen.scott@mbco.com; or Brian Flad of Dig Communications, +1-312-577-1772,
bflad@digcommunications.com, for Miller Brewing Company
Web site: http://www.millerbrewing.com/
http://www.betterboldersummer.com/
