Keystone Light, FLW Announce Partnership For 2013 Season

           Keystone Light, FLW Announce Partnership For 2013 Season

MillerCoors brand Keystone Light to be featured throughout FLW properties

PR Newswire

MINNEAPOLIS, Jan. 9, 2013

MINNEAPOLIS, Jan. 9, 2013 /PRNewswire/ --FLW, the world's largest tournament
fishing organization, announced that it has reached a multi-year sponsorship
deal with Keystone Light, beginning in the 2013 season.

Keystone Light, a cornerstone of the MillerCoors portfolio, will be
prominently featured by FLW. The beer brand will receive exposure across all
of FLW's platforms, including its tournaments and Expos, multiple websites,
FLW Bass Fishing magazine and the "FLW" television show on NBC Sports Network.
"FLW" is broadcast Sundays in high-definition (HD) to more than 559 million
households worldwide; making it the most widely distributed weekly
outdoors-sports television show in the world. Keystone Light will also feature
FLW and anglers in marketing communication, including social media assets.

"This partnership reinforces the marketability that professional bass fishing
offers," said Trish Blake, President of FLW, Marketing Division. "The
popularity of this sport continues to grow and the involvement of the Keystone
Light brand emphasizes this. The passion and loyalty of fishing fans in this
country is something that Keystone Light recognizes and plans to embrace. FLW
considers itself a visionary leader in the industry, and this partnership
solidifies our commitment to bringing the sport to mainstream America."

Professional anglers Brent Ehrler of Redlands, Calif., and Chad Grigsby of
Maple Grove, Minn., will represent Keystone Light in the 2013 Walmart FLW Tour
and will appear at various Walmart in-store events. Ehrler, one of the most
successful anglers in the world, was the 2006 Forrest Wood Cup champion and is
currently ranked third on the all-time FLW top money winners list with more
than $1.9 million dollars in career earnings. 2013 will be Ehrler's ninth year
on the FLW Tour. Grigsby, entering his 12th year on the FLW Tour, is also one
of the top anglers in the sport. With 11 career top-10 finishes and nearly
$700,000 in career earnings, Grigsby is looking to add to those totals in 2013
as part of the Keystone Light team.

"We are thrilled to begin our new partnership with FLW," said Jordan Krawll,
Keystone Light brand manager. "We know Keystone Light drinkers enjoy fishing
and this sponsorship is a great way for us to further connect with our loyal
fans and celebrate our common passion."

FLW is the industry's premier tournament-fishing organization, providing
unparalleled fishing resources and entertainment to our sponsors, fans and
host communities. FLW is offering anglers of all skill levels the opportunity
to compete for millions in prize money nationwide in 2013 over the course of
231 tournaments across five tournament circuits, four of which provide an
avenue to the sport's richest payday and most coveted championship trophy –
the Forrest Wood Cup. FLW is committed to providing a lifestyle experience
that is the "Best in Fishing, On and Off the Water," through a variety of
platforms including tournaments, outdoor expos and FLW Fantasy Fishing. For
more information about FLW and FLW Fantasy Fishing, visit or and look for FLW on Twitter, Facebook, Pinterest and

MillerCoors brews, markets and sells the MillerCoors portfolio of brands in
the U.S. and Puerto Rico. Built on a foundation of great beer brands and
nearly 300 years of brewing heritage, MillerCoors continues the commitment of
its founders to brew the highest quality beers. MillerCoors is the
second-largest beer company in America, capturing nearly 30 percent of U.S.
beer sales. Led by two of the best-selling beers in the industry, MillerCoors
has a broad portfolio of highly complementary brands across every major
industry segment. Miller Lite is the great-tasting beer that established the
American light beer category in 1975, and Coors Light is the brand that
introduced consumers to refreshment as cold as the Rockies. MillerCoors brews
premium beers Coors Banquet and Miller Genuine Draft, and economy brands
Miller High Life and Keystone Light. The company also offers innovative
products such as Miller64 and Sparks. The MillerCoors craft and import
company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell,
Grolsch and Molson Canadian and features craft brews from the Jacob
Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard
Brewing Company. MillerCoors operates eight major breweries in the U.S., as
well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two
microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing
Company at Coors Field in Denver. The MillerCoors vision is to create the best
beer company in America by driving profitable industry growth. MillerCoors
insists on building its brands the right way through brewing quality,
responsible marketing and environmental and community impact. MillerCoors is a
joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at, at or on Twitter through


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+1-218-434-0748 cell,; or Stephanie Zipp, Olson PR,
+1-312-854-7521 office,
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