SOURCE: MillerCoors

MillerCoors

August 30, 2012 12:00 ET

It's Miller Time for Fans of The Heavy

Miller Lite Sponsoring Band's U.S. Tour, Offers Spotify Playlist From The Heavy

CHICAGO, IL--(Marketwire - Aug 30, 2012) -  One recipe for Miller Time? Equal parts great-tasting light beer, great music and great friends.

Miller Lite is extending its partnership with popular neo-soul/rock band The Heavy this fall, after featuring the British band and its music in three "It's Miller Time" TV ads earlier this year. The Heavy begins a 21-city U.S. tour in New York City today, and Miller Lite will be there at every stop as official beer sponsor of the tour.

The band also has contributed its own Spotify playlist to the "It's Miller Time Soundtrack" app that launched earlier this summer on the Miller Lite Facebook page. The Miller Lite "It's Miller Time Soundtrack" app allows legal-drinking-age consumers in the U.S. to create and collaborate on Spotify playlists with friends. Simply select songs to start the playlist, tag friends with whom you'd like to share the playlist and then wait for them to add their own favorite songs. The Spotify playlist curated by The Heavy is live at www.facebook.com/MillerLite.

"Miller Time is all about the special times we share with good friends, and music plays a big part in many of those moments," said Ryan Reis, senior director of marketing for Miller Lite. "Whether it's enjoying the great sounds of The Heavy live in concert with your friends or sharing your favorite music through the 'It's Miller Time Soundtrack' app, Miller Lite is ready to bring people together."

"How You Like Me Now?," the band's 2009 hit single, was featured in a spot earlier this year about the new Miller Lite Punch Top Can, as well as in a spot titled "Girlfriend." Another 2012 "It's Miller Time" TV ad, titled "Roadie," features the single "What Makes A Good Man" off the band's new CD "The Glorious Dead." In the spot, members of The Heavy make an appearance, enjoying a Miller Lite with fans before going on stage for a show.

Fans can watch http://theheavy.co.uk/gigs for details on how to get concert tickets to The Heavy shows this fall. Miller Lite point-of-sale materials featuring The Heavy will help promote the tour.

About The Heavy
With the band having just released their third album "The Glorious Dead," The Heavy are touring the USA extensively in the fall. The Glorious Dead isn't just The Heavy's third full-length: it's also the group's most ambitious effort, travelling sonically from the group's South England home to America's deep South, and beyond. It's also building off momentum from The Heavy's greatest success, the international smash single "How You Like Me Now?" off the band's acclaimed previous album, 2009's The House That Dirt Built. An infectious anthem of hard-rocking maximum R&B, "How You Like Me Now?" exploded upon release: it became the first song David Letterman's ever requested an encore for when The Heavy played it on his "Late Show," and has appeared everywhere from "Entourage" episodes, Academy Award-nominated film The Fighter, and the trailer for the new Mark Wahlberg comedy Ted. The new single "What Makes A Good Man?" has already featured in a campaign for Miller Lite as well being included in this season's "True Blood." The Heavy also return to The Letterman Show on August 30th. www.theheavy.co.uk

About MillerCoors
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 the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, 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, Wisc., and two microbreweries, the Tenth 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 through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

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