MGD 64 Invites America to Lighten Up

MILWAUKEE (August 28, 2008) – Citing favorable consumer response, MillerCoors today announced the national launch of MGD 64, a reformulation of Miller Genuine Draft Light that has just 64 calories, in time for Labor Day weekend. MGD 64 first launched in the summer of 2007 in Madison, Wis., and continued expanding regionally over the last year. MGD 64 is now available across the country in multiple bottle and can packages.

MGD 64 is the perfect choice for legal-drinking-age consumers striving to maintain a sense of balance in their busy lives. The fresh, crisp flavor makes every occasion a revitalizing experience, and with only 64 calories, MGD 64 will help legal-drinking-age consumers be at their best no matter what they’re doing.

“The decision to launch MGD 64 nationally is a direct reflection of the overwhelmingly positive response the brand has received thus far from beer drinkers and retailers,” said Sharon McLenahan, MGD senior marketing director. “We’re excited to now offer MGD 64 as a sensible choice for beer drinkers nationwide who work hard to keep up with the pace of their lives.”

MGD 64 has only 64 calories and 2.4 grams of carbohydrates per 12 ounce serving.* By comparison, Bud Light has 110 calories and 6.6 carbs; Heineken Light has 99 and 6.8; Amstel Light has 95 and 5.0; and Michelob Ultra has 95 and 2.6.

In fact, MGD 64 proves to be the lighter alternative to other drinks as well: **

• A 6-ounce glass of red wine contains 128 calories – twice the amount in MGD 64.
• A 6-ounce gin and tonic contains 172 calories – almost three times as many calories as MGD 64.
• A 6.5-ounce margarita contains 246 calories – nearly four times the calories of one MGD 64.

“You don’t have to be a mathematician to see that the caloric differences between MGD 64 and competitive light beers and other alcohol beverages add up quickly,” said McLenahan. “MGD 64 is uniquely brewed to give beer drinkers the crisp, clean flavor they want but with about 35 percent fewer calories than the typical light beer.”

The national launch of MGD 64 will include marketing activities reaching consumers in unexpected places such as spas and health clubs, as well as print, radio, digital and out-of-home advertising featuring the brand’s “As Light As It Gets” tagline. National television ads emphasizing the brand’s lower calorie count kick off this weekend during CBS’s coverage of the 2008 U.S. Open Tennis Championship and will air regularly on major network and cable evening programs such as “The Office” and “My Name is Earl,” as well as on sports programs such as ESPN’s “College Football Live” and “Baseball Tonight” and syndicated programming such as “Sex and the City.”

MGD 64 is also sponsoring three 2008 Life Time Fitness Triathlon Series Race to the Toyota Cup events across the U.S. As the exclusive beer sponsor of the events, MGD 64 is participating in pre-race expos, providing product for various post-race events and hospitality areas and contributing merchandise for participant race bags. The Minneapolis Life Time Fitness Triathlon and the Accenture Chicago Triathlon, held in July and August respectively, also featured an MGD 64 “As Light As it Gets” beer garden, providing participants and volunteers refreshing drinks and a place to cool off.  The next event is the September 7 Kaiser Permanente Los Angeles Triathlon.

* Per 12-ounce serving, MGD 64 contains 64 calories, 2.4 grams of carbs, less than 1 gram of protein and 0 grams of fat.

** “Cocktails & Calories: Beer, wine & liquor calories can really add up.” Shape, Jan. 2002 by Amy Goldhammer, Christina Markarian.

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. 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.