SOURCE: MillerCoors


February 16, 2010 11:00 ET

Miller Lite Challenges Fans to Choose the SI Swimsuit Issue's "Greatest Bracket Ever"

Bracket Challenge Allows Fans to Vote on the Greatest SI Swimsuit Photo of All Time

CHICAGO, IL--(Marketwire - February 16, 2010) - To help celebrate Sports Illustrated's 2010 Swimsuit Issue (, Miller Lite is giving consumers the unique opportunity to vote on SI's "Greatest Bracket Ever," a March hoops-esque bracket in which fans ultimately choose the top SI Swimsuit photo of all time. As the official beer sponsor of Sports Illustrated Swimsuit, Miller Lite sponsors the bracket in the swimsuit section on and on the Miller Lite Facebook page.

In addition to filling out the Greatest Bracket Ever, fans also will get the chance to sign up for the Miller Lite Bracket Challenge, one of the largest online March hoops brackets in the country. To kick off the promotion, Miller Lite has a special two-page ad in the SI Swimsuit Issue featuring 2005 and 2006 SI Swimsuit model Mallory Snyder. Snyder also will appear on posters and other retail merchandising materials for Miller Lite.

"There is no doubt that a Triple Hops Brewed Miller Lite is a 'taste of greatness,' and what better way to compliment the first choice in great tasting light beer than with the opportunity to choose from 32 of the best SI Swimsuit photos of all time," said Miller Lite marketing vice president Grant Leech. "Our partnership with SI is going to give beer drinkers some very difficult decisions to make over the next two months as they vote on the best swimsuit poses and then make their March hoops picks."

To enter and get more information about the Greatest Bracket Ever, fans can go to or visit the Miller Lite Facebook page, where they can also sign up for the Miller Lite Bracket Challenge for March hoops. Last year, more than 750,000 people participated in the Miller Lite Bracket Challenge during March. This year, with the addition of the link to the Swimsuit Issue, more than 3 million people -- 2 million online and another 1 million via mobile -- are expected to participate in the challenge.

"We'll use the excitement around the launch of the Swimsuit Issue, one of the biggest media events of the year, to build momentum for Miller Lite as we head into March hoops," said Jackie Woodward, MillerCoors vice president of marketing services. "Advertising in the Swimsuit Issue is a great forum, but we took it a step further by building an integrated, multi-platform program that will engage beer drinkers for two full months."

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, Grolsch, Pilsner Urquell 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, Wis., 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.

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