USA: Miller Lite invites Americans to join the 'taste revolution'

Miller Brewing Company announced on April 20 that Miller Lite is bringing its campaign for beer drinkers to choose the light beer with "more" -- more color and more taste than Bud Light -- to America's railways.

Harkening back to the tradition of 19th century political campaigns, Miller Lite's "Taste Revolution" is hopping aboard a whistle-stop cross-country train tour to encourage even more legal-drinking-age consumers to choose Miller Lite. In 2005 alone, Miller Lite gained more than 2.5 million new beer drinkers.

"The 'Taste Revolution' is a movement for people who celebrate great-tasting light beer," said Tom Long, Miller's chief marketing officer. "Now we're taking the Miller Lite revolution to the people to spread the word to those who might still be settling for whatever is handed to them. We want even more consumers to get on board with Miller Lite."

The Miller Lite "Taste Revolution" Express starts May 18 at Union Station in Los Angeles, concluding more than two weeks later in Miller's hometown of Milwaukee. The tour will visit 11 cities and will feature "Join the Taste Revolution" stops in each location, as well as private acoustic performances by acclaimed singer/songwriter Gavin DeGraw aboard the passenger train. DeGraw will also perform club shows at eight of the stops.

The "Taste Revolution" Express, an outfitted passenger train featuring a dining car, a performance car and a lounge car with plasmas, video games and plenty of Miller Lite will make stops in San Antonio, Dallas, St. Louis, Chicago, Cleveland, Pittsburgh, Philadelphia, Washington, D.C., and Indianapolis. National sweepstakes winners will board the Miller Lite train and join DeGraw for a portion of the cross-country trek. In addition, lucky consumers in each market will also have the chance to board the train for a private acoustic concert with Gavin.

Along with DeGraw's small-setting performances aboard the train, a behind-the-scenes look at life on the cross-country tour will be available on http://www.millerlite.com. Consumers have the opportunity to win tickets for two on a leg of the "Save The Taste" Express at millerlite.com through April 30th. In addition, consumers can purchase tickets to the clubs shows via Ticketmaster.

The Miller Lite "Taste Revolution" campaign kicked off in early March with a series of new television advertisements featuring actor John Farley and continues with this whistle-stop tour. Consumers also have the chance to win one of more than a million t-shirts designed by the Ames Brothers, two cutting edge Seattle-based designers who have worked with bands such as Pearl Jam. For more information, including tour stops, please visit http://www.millerlite.com.

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 capture approximately 18% of the U.S. beer market. Miller's flagship brand, Miller Lite, is the great tasting, less filling beer that defined the American light beer category in 1975. The company also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process Miller introduced in 1985. Miller's oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster's, and brews regional craft beers Leinenkugel's and Henry Weinhard's. Near-premium beers include Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller is a wholly owned subsidiary of SABMiller plc, the world's second largest brewer. For more information, visit http://www.MillerBrewing.com.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .