Miller Lite Gears Up Your Rebano With Great Taste

Brand Launches Consumer Promotion and New Miller Lite Chivas Facebook Page

Sep 21, 2011, 08:00 ET from Miller Lite

CHICAGO, Sept. 21, 2011 /PRNewswire/ -- Miller Lite, the exclusive beer sponsor of Mexican Primera Division soccer team Club Deportivo Guadalajara, commonly referred to as Chivas de Guadalajara, is gearing up for another season on the field.

This season, Miller Lite is capturing the passion of the "herds" of Chivas' fans with exclusive promotions tailored to the ultimate team-viewing experience through the Chiva-Gol sweepstakes. Legal-drinking-age fans can enter via text or online by following instructions and using codes inside specially-marked Miller Lite packages or on jersey jackets available at retail. Soccer fans can enter the codes up to two times per match to receive their "Chiva-Gol Minute." If the team scores a goal during the assigned minute, the lucky fan wins a prize.

The brand is also launching the Miller Lite Chivas Facebook page that offers exclusive Chivas content and Chivas-related items.  Just visit Facebook.com/MillerLite and click on the "Chivas" tab for more information.

"We are excited to be a part of the incredible legacy that is Chivas de Guadalajara," said Al Patel, vice president of multicultural marketing at MillerCoors. "We know how diehard Chivas' fans are and we encourage them to build their rebanos with Miller Lite and some of the great programs we are offering this season, such as the Chiva-Gol promotion and the new Facebook tab."

All who enter the Chiva-Gol Sweepstakes will be rewarded with eligibility for greater prizes the more weeks they play. Fans outside of California can win prize packs that include Chivas gear for the winner and his or her friends and are also automatically entered to win the grand prize, the Ultimate Miller Lite Rebano Viewing Party. California residents have the chance to win other prizes, along with receiving a $15 discount off official Rebano jerseys.

The Miller Lite Chiva-Gol promotion will be featured prominently in bilingual messaging on packaging, on billboards and in retail displays. The brand will also create limited-edition commemorative packaging and a television spot to celebrate its support of the Chivas Rebano.  In the interest of building the ultimate Rebano, Miller Lite will outfit selected bars around the country with the ultimate in Chivas-related promotional items including banners, Chiva-Gol jersey jackets, promo specialists and appearances by the team mascot, the Chiva Fighter.

Chivas is one of the most successful Mexican professional football clubs playing in the Primera Division de Mexico, having won a record 11 Primera Division titles, seven Campeon de Campeones and two Copa Mexico tournaments.  Miller Lite became the official beer sponsor in the U.S. of Chivas in 2010.

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 MGD 64, Miller Chill and Sparks.  The new 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.

SOURCE Miller Lite