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19 February 1998

Miller Genuine Draft Celebrates Harley-Davidson's 95th Anniversary Reunion With a Worldwide Promotion

    MILWAUKEE, Feb. 18 -- In an international promotion that's
catching fire with millions of consumers in more than 20 countries worldwide,
Miller Brewing Company's Miller Genuine Draft brand and Harley-Davidson Motor
Company have joined forces to celebrate the Harley-Davidson(R)
95th Anniversary Reunion(TM) celebration in Milwaukee, Wis. in June 1998.
    Leading up to the June event, which is expected to attract more than
100,000 Harley(R) riding enthusiasts, Miller Genuine Draft will give away more
than 200,000 prizes world-wide including more than 50 Harley-Davidson(R)
motorcycles, more than 250 all-expense paid trips to the Harley-Davidson 95th
Anniversary Reunion(TM) celebration in the United States and other prizes,
where legal.  Winners of trips to Milwaukee will also have the chance to win
commemorative 95th Anniversary Harley-Davidson(R) motorcycles which will be
given away at the Reunion.
    "Miller Genuine Draft is the sixth best selling brand in the U.S., the
Number One American import in Germany and South Korea, and the leading
packaged import in Ireland and Northern Ireland.  Harley-Davidson(R)
motorcycles are considered to be the quintessential American motorcycle by
people throughout the world," said Richard F. Strup, Miller's senior vice
president-international.  "Teaming these two American classics is sure to
generate excitement everywhere."
    During the months leading up to the celebration, Miller will honor the
anniversary with commemorative Miller Genuine Draft packages featuring a
specially-designed Miller Genuine Draft/Harley-Davidson(R) 95th Anniversary
logo which uses the familiar Miller Genuine Draft and Harley-Davidson(R)
    The promotion will be supported internationally with TV spots and outdoor
    As part of the Harley-Davidson(R) 95th Anniversary Reunion(TM)
celebration, which will be held at Milwaukee's lakefront, Miller Genuine Draft
will kick off the reunion celebration and host a concert for party-goers,
including those who have won trips in domestic and international promotions.
At the concert, Miller Genuine Draft will host live musicians and other
entertainers in an open-air festival setting.
    In Europe, Harley-Davidson Motor Company will be staging another major
reunion in southern Austria at Faake See.  The event, which will occur one
week after the Milwaukee reunion, will see upwards of 60,000 bikers arriving
from all over Europe.
    "These two American icons are popular with millions of consumers all over
the world," said Strup.  "What's more, our headquarters offices are right
across the street from each other.  When you look at our common locations, our
common Milwaukee heritage and our international reputations for quality, this
is a natural match-up."
    Miller Brewing Company is a wholly owned subsidiary of Philip Morris
Companies Inc. , the world's largest packaged-goods company.  Miller
products are available in more than 100 countries.

SOURCE  Miller Brewing Company