Miller Lite to Make $200,000 Donation to Operation Homefront; Urges Consumers to Join in the Effort

September 30, 2009

CHICAGO, Sept. 30 /PRNewswire/ — Operation Homefront, an organization that helps troops in-need, will no doubt be rooting for Kurt Busch and his #2 Miller Lite Dodge to perform well during the remainder of the 2009 NASCAR Chase for the Sprint Cup. That’s because Miller Lite today announced the brand is donating $200,000 to Operation Homefront, an amount that could increase by $50,000 should Busch “taste greatness” in five targeted races during the Chase.

It is all part of a Miller Lite Veterans Day promotion that also encourages consumers to contribute to Operation Homefront. The multi-faceted program starts with the $200,000 donation but extends to retail packaging and bar promotions. Consumers can contribute $5 to the cause by texting the word T-R-O-O-P-S to 90999. The donation amount will then be charged to the consumer’s wireless bill. Alternatively, visitors to www.MillerLite.com/Vets can donate any amount with a few simple clicks.

The initial $200,000 donation from Miller Lite will grow by an additional $10,000 for each Top-10 finish Busch and his #2 Miller Lite Dodge achieve at the Kansas, Charlotte, Martinsville, Talladega and Texas races. With a successful run by the Blue Deuce and support from consumers, Miller Lite hopes to raise a total of $500,000 for Operation Homefront. After top-10 finishes in the first two Chase races, Busch is in fourth place in the standings.

“Miller Lite Racing and Operation Homefront have been working together for years to address the needs of our troops and their families,” said Grant Leech, vice president of marketing for Miller Lite. “This donation to military families in need underscores our commitment to the troops and our pride in partnering with such a great organization. We’re hoping Kurt and the Blue Deuce team can ‘taste greatness’ during the Chase and push the total donation from Miller Lite to $250,000.”

For Busch, the 2004 champion, his return to the Chase after a one-year absence is made even better because of the potential to help our country’s troops.

“I’ve always been honored to drive the #2 Miller Lite Dodge, with its longstanding sponsorship of the sport,” said Busch. “But when the brand steps up like this and makes such a generous gesture to the military, something I believe very strongly in, I am even more proud to be a part of the Miller Lite family.”

“Our country needs a strong military, and the military needs strong families,” said Operation Homefront president and CEO Jim Knotts. “Miller Lite truly goes the extra mile in helping us provide morale support and emergency assistance to military families in need and to our nation’s wounded warriors. We applaud and recognize Miller Lite and Kurt Busch for their generosity and commitment to our cause – and we’ll be cheering Kurt on every inch of the way.”

The #2 Miller Lite Dodge will also feature a special paint scheme for the six races that occur during the promotion. For more information, visit www.MillerLite.com/Vets. Legal-drinking-age consumers can follow the team’s progress in the chase via Twitter; just look for the BlueDeuce2Win profile.

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. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. 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 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America’s best beer company 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

Source: newswire

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