MillerCoors Caves and Visitor Center Open
MILLERCOORS UNVEILS $1 MILLION IN IMPROVEMENTS TO MILWAUKEE VISITOR CENTER AND HISTORIC CAVES
Grand Re-Opening Nov. 14-15 to Showcase Improvements, Fred Miller’s Ghost in Miller Caves
MILWAUKEE (November 10, 2008) – MillerCoors recently invested $1 million in improvements to the Miller Visitor Center and historic Miller Caves in Milwaukee. The company will mark the occasion with a grand re-opening on Friday, Nov. 14 and Saturday, Nov. 15. Visitor Center tours showcasing the new improvements will run every half-hour from 10:30 a.m. to 8 p.m. Guests 21 and older will have an opportunity to sample the new Leinenkugel’s Fireside Nut Brown at the completion of all tours.
“Welcoming guests to our Milwaukee brewing facility is a tradition almost as old as our beer making,” said Mike Jones, MillerCoors vice president of corporate affairs. “This $1 million investment further demonstrates MillerCoors continued commitment to Milwaukee and the state of Wisconsin and we take pride in welcoming residents and tourists alike to share in our storied brewing heritage,” he added.
The historic Miller Caves, at 60 feet below ground level, were created in 1849 to keep beer cool prior to distribution. In a new cave tour video, the ghost of Frederick Miller emerges from a mural on the wall to explain the use of the caves in the beer-making process. Other improvements to the Caves include renovations to the King Gambrinus fountain – a homage to the patron saint of beer.
Improvements to the Visitor Center include:
· --New historical timeline and photos on walls
· --Signature photo wall as a backdrop for souvenir photos
· --New bar and sampling station
· --Welcome desk and counters made of recycled beer bottle glass
· --Enclosure and addition of Miller Lite motorcycle
One of the top attractions in the region, MillerCoors hosts more than 115,000 guests at the Milwaukee brewing facility annually. The free one-hour tour is offered six days a week and includes stops at the Visitor Center for an introductory film, a walking tour to view the brewing process, a presentation in the historic Miller Caves and concludes with a visit to the Miller Inn or Beer Garden.
Tours begin at the Visitor Center located at 4251 W. State St. and are available between 10:30 a.m. – 3:30 p.m. Monday through Saturday. To confirm daily tour times, call 414-931-BEER or 800-944-LITE. The Visitor Center also houses the Girl in the Moon gift shop, where guests can purchase branded MillerCoors merchandise. Hours are 10 a.m. – 6 p.m. from Memorial Day to Labor Day and 10 a.m. to 5 p.m. the remainder of the year.
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. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages. 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 Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become 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.