Consumer Promotion and Limited Edition Cans Featuring the 'Poker Brat' Highlight Partnership MILWAUKEE, May 28
MILWAUKEE, May 28 /PRNewswire/ -- With a baseball hat pulled down low and
sporting his signature sunglasses, 11-time World Series of Poker (WSOP)
bracelet winner Phil Hellmuth can be an intimidating presence at the poker
table. Thanks to Milwaukee's Best Light, a lucky consumer will experience that
intimidation firsthand and pick up a few tips, while receiving a private poker
lesson from Hellmuth during an all-expenses-paid trip to the 2009 World Series
of Poker in Las Vegas.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080528/AQW525)
The promotion, which runs June 1 through Aug. 31, invites
legal-drinking-age consumers to find an official entry code inside specially
marked packages of Milwaukee's Best Light, Milwaukee's Best and Milwaukee's
Best Ice, and enter that code at http://www.MilBest.com. Hundreds of winners
will receive poker-themed merchandise, such as poker sets, Phil Hellmuth hats
and "Poker Brat" T-shirts. The grand prize winner will earn a trip for four to
the 2009 WSOP and a private lesson from Hellmuth, a Poker Hall of Fame member.
"Milwaukee's Best Light has served as the presenting sponsor of the
world's premier poker event for three years, so partnering with one of the
world's top players seemed like a perfect next step," said Milwaukee's Best
Light marketing manager Rita Patel. "Whether it's supporting the World Series
of Poker or being the beer of choice for Friday night games in basements,
Milwaukee's Best Light is the perfect fit for poker."
Another aspect of the brand's summer poker activities is the national
distribution of limited edition cans of Milwaukee's Best, Milwaukee's Best
Light and Milwaukee's Best Ice featuring Hellmuth's likeness and his trademark
poker quotes.
"When I chose poker as a profession, I had a feeling I'd never get my face
on the front of a Wheaties box, so to be immortalized on millions of cans of
Milwaukee's Best from coast to coast is a real thrill," said Hellmuth, who is
from Madison, Wisconsin. "Milwaukee's Best Light has been a loyal supporter of
poker for many years, so it's great to join the team and know that millions of
thirsty Mil Best fans get to stare at me while taking a sip of this great
beer."
The Milwaukee's Best Hellmuth cans will be available nationally throughout
the summer, coinciding with the country's obsession with the World Series of
Poker, which kicks off May 30.
"This is a great testament to the growth and popularity of poker," said
World Series of Poker Commissioner Jeffrey Pollack. "For one of our stars'
likeness to support a national retail campaign is significant, and we're
thrilled our partners at Milwaukee's Best Light have come up with such a
creative promotion to drive home our relationship."
Official rules and alternate entry details are available at
http://www.MilBest.com. The promotion is open to residents of the United
States (except California residents) and the District of Columbia, who are of
legal drinking age or older at the time of entry.
About Miller Brewing Company:
As one of America's oldest brewers, Miller Brewing Company continues the
commitment of founder Frederick J. Miller to brew "confoundedly good beers"
with "uncompromising quality." Through more than 150 years of innovation and
brewing excellence, Miller has built a broad portfolio of award-winning beers
that captures approximately 18 percent of U.S. beer sales. An unprecedented
four-time gold award winner at the World Beer Cup, Miller Lite is the great
tasting, less filling beer that established the American light beer category
in 1975. Miller's latest innovation is Miller Chill, a chelada-style beer
brewed with lime and salt to provide a unique twist on refreshment. The
company also brews Miller Genuine Draft, Miller High Life, Foster's,
Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and
Sharp's, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner
Urquell and Tyskie and offers the Sparks line of caffeinated alcohol
beverages, as well as regional craft brews from the Leinenkugel Brewing
Company and the Blitz-Weinhard Brewing Company. Miller is a wholly owned
subsidiary of SABMiller, one of the world's leading brewers with a global
footprint spanning six continents. For more details, visit
http://www.MillerBrewing.com.
SOURCE Miller Brewing Company
