Living the High Life in the Great Outdoors
Limited-Edition “Camouflaged” Miller High Life Cans and Outdoor-Themed “Extras” Gear Available Starting Oct. 1
MILWAUKEE (Sept. 17, 2008) – There are countless ways to live the High Life, but one of the most popular options among fans of “The Champagne of Beers” is following a day spent outdoors. Whether it’s hiking, hunting, camping or fishing, Miller High Life is often a favorite companion.
Miller High Life is again honoring its century-old connection with the outdoors by introducing limited-edition, camouflaged packaging and cans of Miller High Life and Miller High Life Light. Available nationally from approximately Oct. 1 through Dec. 31, the outdoor-themed 24- and 30-packs continue the brand’s support of the outdoors, which has included affiliations with Whitetails Unlimited and Pheasants Forever.
“We received a lot of positive feedback from the launch of last year’s limited-edition, blaze-orange High Life cans, so this year’s outdoor-themed packaging is a way to continue that tradition, and include an even broader array of outdoors activities,” said Miller High Life Senior Brand Manager Kevin Oglesby. “This initiative is really a reflection of many of our consumers. It’s a great way to acknowledge activities that are an important part of their lives, and show our appreciation for their support of Miller High Life.”
Displays and signage at retail locations will highlight the outdoor High Life and High Life Light packages, available in 12-ounce and 16-ounce cans. In addition, the brand will tie in its popular High Life Extras program, which allows consumers to collect points through package purchases and redeem them for exclusive High Life merchandise.* Continuing the outdoors theme, the Extras program will allow consumers to redeem points for items such as camouflaged hats, camping gear and a Miller High Life cruiser bicycle.
The High Life outdoors packaging is scheduled to remain on store shelves through December, but supplies may vary from market to market. Outdoors merchandise available through the Extras program is available starting Oct. 1 until supplies last.
* The High Life Extras program is available in all states, except for AR, CA, CT, HI, IN, KY, NJ, VA and WV.
Editor Note: For high-res images of the limited-edition cans and packaging, e-mail Jody Breier at firstname.lastname@example.org
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.