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Hit the Slopes With Coors Light and K2 Sports

Hit the Slopes With Coors Light and K2 Sports 
Text-to-Win Promotion and Facebook Program Give Consumers Chance to
Win Trips to Kamp K2, Cold-Activated Skis and Snowboards, and More 
CHICAGO, IL -- (Marketwire) -- 02/19/13 --  The beer that delivers
"refreshment as cold as the Rockies" is offering a bit more this
spring to fans of snow-topped mountains. 
Through a partnership with K2 Sports, Coors Light and Coors Banquet
are giving legal-drinking-age consumers a chance to win a variety of
prizes that will make their skiing or snowboarding experience even
more memorable. Prizes will be awarded through text-to-win promotions
in select markets and through the Coors Light Facebook page; prizes
include trips to Kamp K2, cold-activated skis and snowboards and
special dual-branded merchandise. 
The K2/Coors Light cold-activated skis and K2/Coors Banquet
cold-activated snowboard feature mountain imagery that turns blue at
the right temperature, a sign that it's time to hit the slopes. 
"These are two brands that understand the passion people have for the
mountain lifestyle, whether you live at 10,000 feet or visit a couple
times a year," said Dan Hennessy, senior director of marketing for
the Coors Family of Brands. "K2 helps you get down the slopes in
style, and after you're done on the slopes, there's nothing like
celebrating a great day on the mountain with The World's Most
Refreshing Beer." 
The promotion runs now through April 30, 2013. Legal-drinking-age
consumers can like the Coors Light Facebook page for the chance to
win random giveaways, or see participating beer retailers in select
markets for details on how to enter the text-to-win promotion. 
"K2 couldn't be more excited about collaborating with Coors Light on
multiple levels," said Jeff Mechura, vice president of global
marketing for K2 Sports. "K2 has been riding Rocky Mountain
Freshness, in our own way, for more than 50 years. It's great to have
a partner in Coors that shares the same passion for great product and
fun times in the mountains." 
The Coors Light/K2 Sports promotion will be supported with digital
marketing, including social media content and web episodes featuring
K2 athletes, and with retail point-of-sale materials. 
The trip to Kamp K2 includes four days and three nights at the Silver
Skis Lo
dge in Crystal Mountain, Wash., featuring no lift lines and
fresh tracks in empty terrain parks. In addition to this exclusive
access, winners will receive free food and beverage, as well as an
invitation to attend the nightly parties in the Kamp K2 Party Tent. 
Additional prizing includes K2/Coors Light backpacks, hoodies,
beanies, fingerless gloves and koozies. 
About K2 Sports
 Forty-five years ago, K2 was born as America's ski
company on Vashon Island in Washington State's Puget Sound. Renamed
in 2003 as K2 Sports, the company today is an international portfolio
of 16 world renowned brands and over 40 consumer product categories.
Our brands and businesses are world renowned as leaders in design,
production, and sales and marketing. Driven by innovation and a
passion for the sports enthusiast looking for unique and authentic
lifestyle experiences, we market snowboard, snowshoe, bike, in-line
skate, alpine, telemark/Nordic ski equipment, apparel and
accessories. K2 Sports is what happens when fun meets science and
About MillerCoors 
 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 the United States,
capturing nearly 30 percent of beer sales in the U.S. and Puerto
Rico. Led by two of the best-selling beers in the industry,
MillerCoors has a broad portfolio of brands across every major
industry segment. The portfolio is led by the company's premium light
brands: Coors Light, Miller Lite and Miller64. Coors Light, the
World's Most Refreshing Beer, offers consumers refreshment as cold as
the Rockies. Miller Lite established the American light beer category
in 1975, offering beer drinkers a light beer that tastes like beer
should. Miller64 is 64 calories of crisp, light taste that
complements a balanced lifestyle. MillerCoors brews premium beers
Coors Banquet and Miller Genuine Draft, and economy brands Miller
High Life and Keystone Light. Tenth and Blake Beer Company, the
MillerCoors craft and import division, imports Peroni Nastro Azzurro,
Pilsner Urquell and Grolsch, 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, Wisc., and two microbreweries, the Tenth 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 through great people changing the way America enjoys beer.
MillerCoors builds its brands the right way through brewing quality,
responsible marketing and sustainable 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 @MillerCoors. 
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For more information, contact:
Scott Bussen
MJ Carroll
K2 Sports & Verde PR
970.259.3555, ext. 2 
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