Miller64 Invites America To Step Up for Charity

CHICAGO, May 30, 2012 /PRNewswire/ -- Miller64, the beer that's all about having fun and being active, is hoping a little perspiration goes a long way for a good cause.

On Monday, June 4, legal-drinking-age consumers in four cities – Austin, Chicago, Las Vegas and Miami – will be invited to walk, jog, run or even skip on the Miller64 Treadmill as part of the brand's Step Up for Charity effort.  Whether you're a jogger out for a run, a local headed home from work or a tourist looking for directions, everyone will be encouraged to jump on the treadmill for 64 seconds to help a great cause.

As long as someone 21 and older is on the treadmill, a ticker in each of the four cities will keep moving towards the goal – a combined $64,000 donation to Soles4Souls, a Nashville-based non-profit that provides footwear for the less fortunate.

"We know our drinkers are committed to making good choices, be it with their professional responsibilities or in their social lives – and what better choice than taking a few minutes to help a good cause," said Rita Patel, Miller64 marketing director. "Even better, it's happening on our favorite day of the year – 6/4!  The Miller64 Step Up for Charity event is a way for people to show they don't mind working up a sweat for Soles4Souls."

Making the experience even more memorable, former basketball stars Bruce Bowen, T.J. Ford, Rick Fox and Jamal Mashburn will be on-site in each market, encouraging fans to hop on and help the cause.

• Bowen, the former San Antonio Spurs defensive stalwart and current ESPN analyst, will host the event in Las Vegas, scheduled for 4-8 p.m. Pacific at the Flamingo Hotel.
• Ford, the former University of Texas star and NBA point guard, will man the Miller64 Treadmill in Austin, where the event goes from 4:30-8:30 p.m. Central at Fourth Street and Congress Boulevard.
• Fox, the former Los Angeles Lakers star, will be in downtown Chicago signing autographs and chatting with locals from 3-7 p.m. Central at the Thompson Center.
• Former Miami Heat forward Mashburn will be helping out the cause in Miami, where the event is scheduled for 4:30-8:30 Eastern at Bayfront Park.

A live ticker next to the treadmill in each market will allow local consumers to view their city's progress towards its respective $16,000 goal and compare that to the other event locations. Via the Miller64 Facebook page, consumers outside of Austin, Chicago, Las Vegas and Miami will be able to track each city's efforts as they raise money for Soles4Souls.

Since its creation in 2004, Soles4Souls has fulfilled a simple mission: procuring shoes and getting them to those in need. Through their efforts, Soles4Souls has collected more than 18 million pairs of shoes to date – nearly one pair of shoes every seven seconds for the less fortunate. The organization also aims to provide relief by donating clothing and other necessities to struggling individuals.

"Miller64 has created a fun and impactful program that provides people across the country the opportunity to get involved in our mission of ending poverty," said Keith Woodley, chief development officer at Soles4Souls. "We are thrilled to be working with Miller64 on this one-of-a-kind program that, with our ability to provide one pair of shoes for every $1 donated, will allow us to provide 64,000 pairs of shoes to those who need them most."

With 64 calories and 2.4 grams of carbohydrates per 12 ounces, Miller64 offers legal-drinking-age consumers the opportunity to feel good about their alcohol beverage choice. The beer is available at bars, restaurants and grocery stores across the country.

For more information on the program and specific locations in each market, visit www.facebook.com/Miller64beer.

About Soles4Souls®

Soles4Souls collects new shoes to give relief to the victims of abject suffering and collects used shoes to support micro-enterprise efforts to eradicate poverty.  Soles4Souls' other two divisions, Clothes4Souls and Hope4Souls, provide the same relief and support through clothing and other necessities. Donating parties are eligible for tax advantages.  Visit www.giveshoes.org, www.clothes4souls.org, or www.hope4souls.org for more information.

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 Miller64 and Sparks.  The 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.  Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.

SOURCE MillerCoors

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