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Miller Lite Raises More Than $500,000 for Muscular Dystrophy Association

September 10, 2008

To: FOOD EDITORS

Contact: Scott Bussen of MillerCoors, +1-414-931-3848, bussen.scott@millercoors.com; or Brian Flad of Dig Communications, +1-312-577-1772, bflad@digcommunications.com, for MillerCoors

MILWAUKEE, Sept. 10 /PRNewswire/ — MillerCoors today announced it raised more than half a million dollars for the Muscular Dystrophy Association (MDA) through the brand’s most recent promotion — “Better. Bolder. Summer.” — in which Miller Lite served as the official beer sponsor of the Harley-Davidson 105th anniversary celebration.

As part of the summer-long campaign, Miller Lite generated donations to MDA in a variety of ways. It started with Miller Lite donating 10 cents to MDA for every bottle cap collected through September 1, 2008. Legal-drinking-age consumers donated their Miller Lite bottle caps at collection points located in participating retailers across the country, as well as collecting at home and sending in packages directly. Ultimately, all these bottle caps made the trek to Milwaukee for the August 28-31 celebration of Harley- Davidson’s 105th anniversary. Miller Lite is donating the maximum $100,000 to MDA based on the number of Miller Lite caps collected.

“Teaming up with Harley-Davidson on a promotion is always a fantastic opportunity, especially when it means supporting a good cause,” said Grant Leech, Miller Lite’s vice president of marketing. “Not only were we flooded with bottle cap deliveries but it was apparent that consumers felt even better about drinking their favorite ‘great taste, less filling’ beer knowing they were helping raise money for a great cause in MDA.”

In addition to contributing via the “Miller Lite Bottle Caps” effort, the brewer also helped 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 donated 25 cents, up to an additional $100,000. Again, thanks to the response of legal- drinking-age consumers, Miller Lite is making the maximum donation.

— At participating retailers across the country — bars, restaurants, grocery stores, liquor stores and so on — consumers joined the fight against muscular dystrophy by purchasing a motorcycle mobile for $1, with all proceeds going directly to MDA.

— Consumers also contributed to MDA online by visiting BetterBolderSummer.com.

“We are extremely grateful for all Miller Lite did throughout this promotion to make it such a success,” said Gerald C. Weinberg, MDA’s president and CEO. “These proceeds will help combat a range of muscle diseases worldwide through a variety of programs, and it is valuable partners such as the folks at Harley-Davidson and MillerCoors who provide the support to make it all possible.”

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 MillerCoors

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 refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors 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.

SOURCE MillerCoors

(c) 2008 U.S. Newswire. Provided by ProQuest LLC. All rights Reserved.




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