Two American Classics Gear up for a Summer-Long Ride Home
MILWAUKEE, June 10 -- This summer, as hundreds of thousands of Harley-Davidson enthusiasts make the pilgrimage to Motorcycle Mecca, Miller Brewing Company is launching a number of initiatives to commemorate the 100th Anniversary of its Milwaukee neighbor. The culmination of the Harley-Davidson 100th Anniversary celebration will take place with a party in Milwaukee this August, but consumers nationwide will have an opportunity to celebrate a century of an American classic throughout the summer, thanks to the official malt beverage sponsor of the celebration.
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The excitement will kick off in June with the unveiling of commemorative Miller Lite and Miller Genuine Draft 24-ounce cans in honor of the 100th Anniversary of Harley-Davidson. There will be eight limited-edition cans available to consumers, with each can featuring a look back at Harley-Davidson history from the 1903 first Harley-Davidson(R) motorcycle to today's 100th Anniversary Fat Boy(R) motorcycle. Legal-drinking-age consumers can purchase the cans wherever Miller Lite and Miller Genuine Draft are sold, but these special edition cans will only be on retail shelves until August.
"Miller is thrilled to be raising its collective glasses to Harley-Davidson in honor of such a momentous occasion," said Donna Lorr, brand promotions manager for Miller Brewing Co. "What could be better than two classic American companies teaming up to bring consumers the ultimate summer experience."
The party continues throughout the summer as consumers will have additional opportunities to take part in the Harley-Davidson 100th Anniversary. Miller will give away 100 Harley-Davidson(R) motorcycles to consumers throughout the country via www.millertime.com or through local promotions in their hometown. The celebration will be capped off in August as Miller will award trips to the "Party of the Century," a Milwaukee event that promises to be the world's largest Harley-Davidson Bash.
Miller Brewing Company and Harley-Davidson have been Milwaukee neighbors for a hundred years. The two companies reside across the street from each other on Highland Avenue on the city's west side and have been an integral part in shaping the city's economy
St. Louis-based Zipatoni developed the promotional program for Miller's celebration of the Harley-Davidson 100th Anniversary, as well as out-of-home advertising to support the program. Ogilvy&Mather/New York developed print and radio advertising.
Milwaukee-based Miller Brewing Company is a wholly owned subsidiary of SABMiller plc. Principal beer brands include Miller Lite, Miller Genuine Draft and Miller High Life. The company imports Foster's; produces SKYY Blue, Sauza Diablo, Stolichnaya Citrona and Jack Daniel's Original Hard Cola flavored malt beverages; 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 www.MillerBrewing.com and www.MillerTime.com .