July 11, 2008
MillerCoors and Intrawest Colorado Events Marketing Extend Partnership Five Years
MillerCoors and Intrawest Colorado Events Marketing, Inc., a wholly owned subsidiary of Intrawest Colorado, have signed a five-year marketing agreement for the resort company's Copper Mountain and Winter Park resorts. The agreement, lasting through 2014, gives MillerCoors rights to the Copper Mountain and Winter Park trade marks and provides a platform for joint marketing and promotional efforts in Colorado and key geographies across the U.S.
"MillerCoors is proud of its 130-year Colorado brewing heritage, and its Coors brands have been inextricably linked to the Rocky Mountains since 1873," said Bryce McTavish, vice president of retail marketing and sponsorship, MillerCoors. "Our continued partnership with these resorts ensures that MillerCoors will remain an integral part of the Colorado Rocky Mountain experience."
The new agreement provides MillerCoors the ability to develop marketing and sales programs with Copper Mountain and Winter Park, including Front Range retail-based promotions, special event sponsorships and chain store programming.
MillerCoors will be the official beer sponsor of major events at Copper Mountain and Winter Park, including Copper Sunsation, Crankworx at Winter Park and Copper Country.
The partnership will be supported by custom point-of-sale materials and local advertising.
In addition, MillerCoors, through its Sandlot Brewery at Coors Field, brews special edition craft-style beers that are only available at Winter Park and Copper Mountain, including Mary Jane Ale and Copper Bowl Ale.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to Rocky Mountain cold refreshment. MillerCoors brews full-calorie beers Coors Original Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.