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19 February 1998Miller 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) colors. The promotion will be supported internationally with TV spots and outdoor advertising. 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