Miller Brewing Company Joins Harley-Davidson Motor Company in Celebration Of Motorcycle Maker's 100th Anniversary
MILWAUKEE, May 14 -- As the oldest of the major breweries in the United States, Miller Brewing Company understands what it takes to succeed over the long haul. And just as important, the company that created Miller Time understands the importance of celebrating such success.
So today, Miller announced that it will be an exclusive malt beverage sponsor of the Harley-Davidson 100th Anniversary celebration, which begins this summer and continues through August 2003. The partnership will include Miller's involvement in the Harley-Davidson 100th Anniversary Open Road Tour; next summer's Ride Home; and the Celebration and the Party, both in Wisconsin next August. The two Milwaukee-based icons have partnered on a variety of marketing efforts in the past, including the Harley-Davidson 90th and 95th anniversaries and stock car racing promotions featuring Miller Lite driver Rusty Wallace.
"We are proud to join our friends at Harley-Davidson in celebrating the 100th birthday of the best motorcycles in the world," said John Bowlin, Miller's president and chief executive officer. "Millions of Harley-Davidson aficionados across the world will experience the ultimate Miller Time at the numerous events leading up to the Ride Home. All of us at Miller Brewing Company look forward to raising a Miller Lite in a toast to Harley-Davidson's phenomenal success."
Miller is a worldwide sponsor with category exclusivity, joining Ford Motor Company and AOL Time Warner.
Almost 2.5 million people are expected to come together between July 2002 and August 2003 to celebrate the legendary motorcycle manufacturer's 100th Anniversary and kick off the Motor Company's next 100 years.
The Open Road Tour, a 25-acre, 10-city global traveling festival, will kick off this July in Atlanta. Three major exhibits, the Journey, the Machine and the Culture, will be featured on the festival grounds during Open Road Tour events. The Journey looks at 100 years of Harley-Davidson; the Machine looks at the motorcycles and the engine; and the Culture looks at Harley-Davidson in the world. The primary food and beverage concession area at the 10 Open Road Tour and Celebration events will be named the Miller Roadside Cafe.
Then, next August, Harley-Davidson enthusiasts can join the Ride Home, four organized rides throughout the United States to Milwaukee for the August 28-30 Celebration. The 14-month commemoration closes with the Party on Aug. 31, 2003, in Milwaukee.
Miller will extend its partnership with the Harley-Davidson 100th Anniversary activities through advertising, promotions, retail merchandising and public relations. The tagline on Miller's point-of-sale and merchandising supporting the partnership will be, "Miller Celebrates 100 Years of Harley-Davidson."
Legal-drinking-age consumers will have an opportunity this August to win a 2003 Harley-Davidson® Fat Boy® motorcycle, courtesy of the Miller High Life Motorcycle Sweepstakes promotion that encourages them to collect four different Miller High Life and Miller High Life Light caps, each featuring a different Harley-Davidson product. In addition, a free "Tales from the Road" guide that highlights the Harley-Davidson Open Road Tour and other destinations will be available at point-of-sale. Next summer, Miller will offer a fully integrated national promotion leading up to the Celebration.
Miller and Harley-Davidson did not disclose the terms of the multi-million dollar sponsorship deal.
Miller Brewing Company is a wholly owned subsidiary of Philip Morris Companies Inc. Principal beer brands include Miller Lite, Miller Genuine Draft, and Miller High Life. The company imports Foster's and has primary products ICEHOUSE and Red Dog from the Plank Road Brewery, a small division of Miller. Specialty regional brands include Leinenkugel's and Henry Weinhard's. The company brews Sharp's, a non-alcohol brew and has malt liquor brands including Olde English 800 and Mickey's Malt Liquor. More information is available at http://www.MillerBrewing.com , and http://www.MillerLite.com .