MILWAUKEE, July 2 /PRNewswire/ -- In celebration of Independence Day and the many tastes Houstonians will be enjoying at this weekend's festival at Sam Houston Park, Miller Lite has taken the opportunity to pay homage to the scents of Houston as well. According to a "scent-illating" Miller Lite survey of more than two hundred Houstonians (21 and older), the smoky aroma of mesquite grilled barbecue is the smell that best defines Houston. The survey was conducted in support of the Miller Lite Scratch 'n Sniff summer promotion. Seventeen scratch 'n sniff winning scents will be affixed to plastic lids on top of Miller Lite beer cans. Beer drinkers who get a scratch 'n sniff can in their packs of Miller Lite will know instantly if they've won, just by smelling the sticker under the plastic lid. For example, if you scratch your can and smell suntan oil, you win a trip to a Sports Illustrated Swimsuit Issue photo shoot or if you smell burnt rubber, you will get to hang out with Rusty Wallace's pit crew at a car race. Behind barbecue, which was chosen by 44% of those surveyed, the scents of the Port of Houston Authority, more commonly known as "the ship channel" (38%) and chili peppers (13%) ranked second and third as trademark Houston aromas. Freshly-cut grass was voted the smell that reminded people most of summer with a landslide 49%, while suntan oil (26%) and grilling beef (18%) earned runner-up honors. "Scents can make us very nostalgic, bringing us back to very specific times and places," said Dr. Alan Hirsch, founder of the Smell & Taste Treatment and Research Foundation and Miller Lite Scratch 'n Sniff spokesperson. "Apparently, the smell of 'the ship channel' reminds quite a few people of Houston." Miller Lite also explored the scents of love and romance as well. The scent most Houstonians found to be the biggest turn-off was bad body odor, claiming 44% of the votes. Other aromatic turn-offs included bad breath (30%), heavy cologne/perfume (13%) and musty sheets (7%). For those who want to set a romantic scene, try wearing cologne or perfume and have cookies baking in the kitchen. The survey found that the top-tiered turn-ons were cologne/perfume (37%), baking cookies (32%), suntan oil (15%) and leather (10%). The Miller Lite Scratch 'n Sniff summer promotion marks the first time scratch and sniff technology has been used on such a large scale in the beverage industry. The Fourth of July kicks off the second wave of prize distribution. Miller Brewing is a wholly owned subsidiary of Philip Morris Companies Inc. Principal beer brands include Miller Lite, Miller Genuine Draft, Miller High Life, Miller Beer, Lowenbrau, Meister Brau and Milwaukee's Best. Primary products from Plank Road Brewery, a small division of Miller, include ICEHOUSE and Red Dog. Miller also brews Sharp's, a non-alcohol beer.
SOURCE Miller Lite