September 28, 2010 11:44 ET
Miller Lite "Mans Up" With $100,000 Donation to Operation Homefront
Blue Deuce to Highlight Support During NASCAR "Chase for the Sprint Cup"; Consumers Urged to Visit MillerLite.com/Vets to Contribute
CHICAGO, IL--(Marketwire - September 28, 2010) - Miller Lite today announced a $100,000 donation to Operation Homefront, an organization that helps troops in need. Miller Lite Racing, in its third year of supporting the organization, is also encouraging consumers to donate and send thank-you postcards to military members.
"Operation Homefront does an incredible job of raising awareness of the needs of military members and their families," said Grant Leech, vice president of marketing for Miller Lite. "The men and women of our armed services, and their families, make incredible sacrifices every day. All of us at Miller Lite are proud to show our appreciation, and we hope everyone who enjoys the great taste of Miller Lite will also make a contribution to Operation Homefront."
Consumers can visit www.MillerLite.com/vets to make a donation and visit participating Miller Lite retailers to write thank-you postcards, which will then be sent to local Operation Homefront chapters. Additionally, the # 2 Miller Lite Dodge, driven by NASCAR Sprint Cup Series title contender Kurt Busch, will feature a special Operation Homefront paint scheme for each race between October 3 and November 7, including a full-car takeover for the November 7 Texas race.
"The Operation Homefront paint scheme shows the racing world that Miller Lite is a strong supporter of the military," said Kurt. "And on a personal level, I'm proud to drive this car. I'm hoping to revisit Victory Lane several times in it, just as I did in Texas last year. And I hope all the fans of the Blue Deuce will chip in, too."
"Military members and their families face numerous challenges in life, both on the battlefields and in their private lives," said Operation Homefront president and CEO Jim Knotts. "Miller Lite understands the necessity for them having a place to turn for help, and is a spirited partner in the quest to improve their lives."
For more information, visit www.OperationHomefront.net or www.MillerLite.com/vets.
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.