SOURCE: MillerCoors

MillerCoors

June 01, 2011 09:00 ET

Americans Invited to Help Iraq and Afghanistan Veterans Live the "High Life"

Miller High Life Brings Back "Give a Veteran a Piece of the High Life" Program; Donating Up to $1 Million in Cash and Experiences to Iraq and Afghanistan Veterans of America

CHICAGO, IL--(Marketwire - Jun 1, 2011) - Miller High Life announced today it is partnering with Iraq and Afghanistan Veterans of America (IAVA) for a second year in order to "Give a Veteran a Piece of the High Life." The iconic American beer brand will contribute up to $1 million in cash and "High Life" experiences.

In 2010, Miller High Life provided thousands of Iraq and Afghanistan veterans with memorable, all-American experiences that civilians often take for granted. Now the brand that champions common sense is once again rallying legal-drinking-age beer drinkers to support those who've served by returning specially marked Miller High Life and Miller High Life Light bottle caps and can tabs to participating retail accounts or via mail between June 1 and September 30, 2011. For each cap or tab returned, Miller High Life will donate 10 cents to IAVA to provide veterans with a variety of "High Life" experiences.

"With the outpouring of support Iraq and Afghanistan veterans received last year through our 'Give a Veteran a Piece of the High Life' program, we knew it was important to continue bringing vets unique experiences -- we believe in doing more than just writing a check," said Miller High Life Brand Manager Brendan Noonan. "Americans will be enjoying a beer or two at their summer barbeques, picnics and tailgates, so why not toast to the troops and make it a High Life in support of our nation's veterans?"

Veterans of Iraq and Afghanistan will have the opportunity to enjoy "High Life" experiences such as going to Major League Baseball games and NASCAR races, as well as enjoying concerts and fishing adventures. Some experiences include once-in-a-lifetime opportunities like the chance to throw out the first pitch at a baseball game or VIP and behind-the-scenes access to major events and venues.

"Miller High Life's 'Give a Veteran a Piece of the High Life' program helps improve the lives of new veterans and their families by providing them with a strong and lasting community," said IAVA Founder and Executive Director Paul Rieckhoff. "For the vets who take advantage of this program, these 'High Life' experiences are about more than just enjoying a hot dog and a beer at a game. They are an opportunity to connect with each other in a fun and memorable way while also raising public awareness about the unique issues surrounding this generation of vets when they come back home. IAVA is excited to be working with Miller High Life for the second consecutive year on this campaign, which has been so rewarding for our members."

Thanks to all of the legal-drinking-age consumers who got behind the program last year, Miller High Life donated $1 million in cash and experiences to IAVA. With this support, thousands of veterans were able to enjoy a variety of experiences throughout the summer, including an Alaskan fishing excursion, a weekend trip to Las Vegas and tickets to numerous sporting events and concerts.

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

Iraq and Afghanistan veterans who are members of IAVA can sign up for "High Life" experiences by visiting www.IAVA.org. Those who have served in Iraq and Afghanistan and 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 # 155, 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 the program and how to get involved, visit www.MillerHighLife.com.

About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 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 Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Tenth and Blake, MillerCoors new craft and import company, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing 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, Wisconsin, 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 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.

About Iraq and Afghanistan Veterans of America
Iraq and Afghanistan Veterans of America (www.IAVA.org) is the country's first and largest nonprofit, nonpartisan organization dedicated to improving the lives of new veterans and their families and has more than 200,000 Member Veterans and supporters nationwide.

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