Miller Lite Invites Consumers to 'Taste Greatness' With Summer Packaging Commemorating Soccer Greats

New Cans Feature Legendary Players from Three Soccer Nations

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Jun 09, 2010, 02:00 ET

CHICAGO, June 9 /PRNewswire/ -- Miller Lite is unveiling limited-edition packaging to celebrate the summer of soccer as fans prepare for South Africa 2010. The packaging, available now through August, is part of the brand's ongoing commitment to giving soccer fans a way to live their passion for the sport, from the team colors they wear to the beer they drink.

The commemorative packaging is centered on 8-ounce cans of Miller Lite that feature laser-etched designs of globally renowned players. The four designs in Miller Lite blue and gold capture the players executing their signature moves. The featured players are:

Carlos Bocanegra, captain of the U.S. national team
Rafael Marquez, captain of the Mexican national team and Barcelona center back
Carlos Salcido, Mexican national team center back
Fabio Cannavaro, captain of the Italian national team and player with the most international caps

With the ever-growing enthusiasm for soccer, particularly among Hispanic consumers, Miller Lite has strengthened its support of soccer tournaments and properties in its quest to be the "official beer of soccer." The brand has sponsored the CONCACAF Gold Cup™ since 2005 and previously has featured stars such as Roberto Baggio, Cuauhtemoc Blanco, Omar Bravo, Luis Garcia, Tab Ramos and Carlos Valderrama on commemorative packaging.

"Miller Lite is excited to partner with these players for our commemorative cans," said Al Patel, vice president of multicultural marketing at MillerCoors. "Like Bocanegra, Marquez, Salcido and Cannavaro, we're bringing our 'A game' this summer and helping legal-drinking-age consumers live their passion alongside the brand they know will bring them closer to the sport they love."

In addition to the 8-ounce cans, the designs will be featured on 24-ounce cans available in select markets. Secondary packaging for 8-packs of 7-ounce bottles and 24-packs of 8-ounce cans will feature soccer-themed graphics and bilingual messaging.

A consumer promotion offered at point-of-sale, on-pack and online, runs from now through August 13 and gives consumers a chance to win ultimate fan prizes, including big-screen televisions, foosball tables and fan kits featuring soccer balls, vuvuzelas and jerseys.

For more information, visit www.MillerLite.com/soccer.

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.

SOURCE Miller Lite