SOURCE: MillerCoors

MillerCoors

October 20, 2011 16:57 ET

Coors Light Silver Bullet Express Trains Converge on New York for Invite-Only Concert

Winners From Throughout Northeast Coming for Show Headlined by Gym Class Heroes

CHICAGO, IL--(Marketwire - Oct 20, 2011) - Any brand can throw a big party. Only Coors Light does it like this.

The Silver Bullet® train has been featured in Coors Light advertising for the past several years, delivering the World's Most Refreshing Beer™ to thirsty consumers. Now, the iconic Coors Light train is coming to life this weekend as the Silver Bullet Express brings legal-drinking-age consumers from throughout the Northeast to New York City for a special concert Saturday night at the B.B. King Blues Club & Grill. The invitation-only event is headlined by Gym Class Heroes, with a performance by Shaggy and a special DJ set by Pete Wentz of Black Cards.

One of the Coors Light Silver Bullet Express trains will leave Washington, D.C., Saturday morning, stopping in Baltimore, Wilmington, Philadelphia and Trenton before arriving at Penn Station in New York Saturday afternoon. The other train will start in Boston and make stops to pick up additional winners in Providence, New Haven and Stamford. Other winners, primarily from throughout New York, will travel via air and car to the event. Approximately 600 people will attend Saturday night's party.

"The Coors Light Silver Bullet Train has been one of the most popular aspects of our advertising over the last several years, so we wanted to find a way to bring that equity to life in a way that would give our fans an experience that would make them the envy of their friends," said Dan Hennessy, senior director of marketing for the Coors Family of Brands. "The Northeast has long been a stronghold for Coors Light, and we're the best-selling light beer in New York City. The Silver Bullet Express is our way of thanking our loyal drinkers throughout the region."

Legal-drinking-age consumers won trips on the Silver Bullet Express through local promotions over the past six weeks, including pre-parties where tickets to the big event in New York City were given away.

Each Silver Bullet Express train will feature special Coors Light décor inside and out, and there will be a local DJ on board to entertain passengers as they make their way to New York City. The trains will feature Coors Light bars, video game stations with both retro classics and the latest games, iPads so winners can provide social media commentary about their experience and a Coors Light Lounge where people can relax while they travel in style. At B.B. King's Saturday night, the inside of the club will be transformed into a complete Coors Light experience, with ice bars, Silver Bullet Express models and Coors Light Super Cold Draft stations pouring the coldest Coors Light possible.

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 refreshment as cold as the Rockies. 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. The new MillerCoors craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian 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. The 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.

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