SOURCE: MillerCoors

MillerCoors

June 28, 2010 09:09 ET

Iconic Beer Brand Invites Americans to Help "Give a Veteran a Piece of the High Life" This Summer

Miller High Life Will Donate Up to $1 Million in Cash and Experiences to Iraq and Afghanistan Veterans

CHICAGO, IL--(Marketwire - June 28, 2010) -  Miller High Life, in partnership with Iraq and Afghanistan Veterans of America (IAVA), announced today a bottle cap and can tab collection program that will contribute up to $1 million in cash and experiences to help veterans enjoy some of life's little luxuries. 

Miller High Life is rallying American beer drinkers to show their support and help "Give a Veteran a Piece of the High Life" by donating 10 cents for every specially marked Miller High Life and Miller High Life Light bottle cap or can tab returned to participating retail accounts or via mail between July 1 and September 30, 2010. Proceeds will go directly to providing veterans with a variety of "High Life" experiences ranging from tickets to professional sporting events and concerts to outdoor adventures throughout the summer.

"Miller High Life is all about standing up for common sense -- and nothing makes more sense than helping veterans live the High Life," said Miller High Life Brand Manager Joe Abegg. "We know Americans will be celebrating the summer with barbeques, picnics and tailgates. If you choose to enjoy a beer at these events, why not make it a High Life and help support our country's veterans?"

Iraq and Afghanistan veterans can sign up for unique "High Life" experiences such as fly fishing with a professional angler, visiting the bullpen before a baseball game, and VIP tours of popular sports venues. There will also be unique opportunities to throw out the first pitch at a baseball game, meet professional athletes and more.

Iraq and Afghanistan Veterans of America is the nation's first and largest nonprofit organization devoted to bettering the lives of veterans of Iraq and Afghanistan and their families. The organization is dedicated to educating the public about the wars in Iraq and Afghanistan, advocating on behalf of those who have served and fostering a community for troops, veterans and their families.

"IAVA empowers veterans and their families by giving them a place to connect and support one another, fostering a strong and lasting community," said IAVA Founder and Executive Director Paul Rieckhoff. "Miller High Life's 'Give a Veteran a Piece of the High Life' program gives new veterans a positive, memorable experience, connects the community of veterans and helps raise the public's awareness of the challenges facing this population."

Iraq and Afghanistan veterans who are IAVA members can register for "High Life" experiences in their hometowns by visiting www.IAVA.org. Iraq and Afghanistan veterans who are not currently members of IAVA are encouraged to join for free and participate in Miller High Life's "Give a Veteran a Piece of the High Life" program.

Legal-drinking-age consumers can support the Miller High Life "Give a Veteran a Piece of the High Life" program by returning specially marked Miller High Life and Miller High Life Light bottle caps or can tabs to participating bars, restaurants and convenience and grocery store locations or by mailing them to Miller High Life Veterans Program, 3903 Portage Rd., Ste C # 140, South Bend, IN 46628-6192.

The Miller High Life "Give a Veteran a Piece of the High Life" program will be supported with print, television, radio and online advertising, point-of-sale, custom packaging and public relations efforts. For more information on how to get involved, visit www.MillerHighLife.com.

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.

About Iraq and Afghanistan Veterans of America
Iraq and Afghanistan Veterans of America (www.IAVA.org) is the country's first and largest nonprofit, non-partisan organization for veterans of the wars in Iraq and Afghanistan and has more than 180,000 member veterans and civilian supporters nationwide.

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