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Americans Welcome Veterans Back to the “High Life”

Illustrating Miller High Life’s steadfast commitment to our country’s veterans, the brand announced today the renewed partnership with Iraq and Afghanistan Veterans of America (IAVA) and a new relationship with Operation Homefront, to once again “Welcome Veterans Back to the High Life.” For the third consecutive year, the iconic American brand is inviting legal-age beer drinkers to support veterans by helping provide them with thousands of memorable “High Life” experiences, such as tickets to professional sporting events and concerts, throughout the summer.

In keeping with its common-sense values, Miller High Life makes it easy for consumers to get involved simply by returning specially marked Miller High Life and Miller High Life Light bottle caps and can tabs to participating retail accounts or via mail. For each cap or tab returned between May 1 and September 30, 2012, Miller High Life will donate 10 cents to provide veterans with a variety of “High Life” experiences which include everything from throwing out the first pitch at a pro baseball game to unique access at motorsports events.
Miller High Life is also featuring new red, white and blue packaging specially designed to honor veterans.

“The enthusiasm for High Life’s veterans efforts is a testament to Americans’ unwavering support of those who have served our country,” said Brendan Noonan, brand manager for Miller High Life. “As we continue to ‘Welcome Veterans Back to the High Life,’ be it at barbeques or ballgames, let’s all raise a red, white and blue High Life and toast to our nation’s veterans.”

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 “Welcome Veterans Back to the High Life” program. Operation Homefront members can log on to www.operationhomefront.net and visit their local chapter page for details on how to sign up for “High Life” experiences.

"Miller High Life's ‘Welcome Veterans Back to the High Life’ program goes beyond a yellow ribbon or handshake to provide new veterans and their families with a lasting sense of community,” said IAVA Founder and Executive Director Paul Rieckhoff. “IAVA is excited to work with Miller High Life for the third year in a row to help raise critical support for this generation of veterans and to show them we’ve got their backs from the day they deploy through the rest of their lives.”

Over the past two years, Miller High Life has donated over $2 million in cash and experiences towards helping veterans “Live the High Life.” Legal-drinking-age consumers can support the program this year 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 #140, South Bend, IN 46628-6192.

The “Welcome Veterans Back to 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, including the minimum and maximum donation amounts, and how to get involved, visit www.MillerHighLife.com.

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.

About Iraq and Afghanistan Veterans of America
Iraq and Afghanistan Veterans of America (IAVA) is the nation’s first and largest nonprofit, nonpartisan organization dedicated to improving the lives of our newest veterans and their families. Through providing innovative health, education, employment and community programs, IAVA strives to build an empowered generation of veterans who provide sustainable leadership for our country and their local communities. Learn more, get involved and join the over 200,000 Member Veterans and Civilian Supporters now at www.IAVA.org.

About Operation Homefront
Operation Homefront (OH) provides emergency financial and other assistance to the families of service members and wounded warriors. Through generous, widespread public support and a collaborative team of exceptional staff and volunteers, OH aspires to become the provider of choice for emergency financial and other assistance to the families of service members and wounded warriors. Where there is a need OH does not provide, they will partner with others for the benefit of military families throughout the country.