Miller High Life® Returns as the "Official Beer of Bowling" in 2013

     Miller High Life® Returns as the "Official Beer of Bowling" in 2013

Multi-Tiered Sponsorship Contract Includes Specialized Point of Sale
Merchandise, Prominent Brand Exposure at Bowling Events and On-Site Signage in
Bowling Centers Nationwide

PR Newswire

ARLINGTON, Texas, March 28, 2013

ARLINGTON, Texas, March 28, 2013 /PRNewswire/ --Strike Ten Entertainment
(STE), the bowling industry's marketing and sponsorship division, announced
today that it has struck up a partnership with Miller High Life, a cornerstone
of the MillerCoors portfolio, to become the "Official Beer of Bowling." Strike
Ten Entertainment and Miller High Life have inked a new two-year agreement
that will enable the brand to capitalize upon a tremendous platform and
nationwide footprint, including the ability to offer Miller High Life in
bowling centers throughout the country.

"With more than 46 million adult bowlers nationwide and more and more people
bowling each year, this partnership allows bowlers to celebrate their love of
the lanes with the Champagne of Beers®," said Brendan Noonan, brand manager
for Miller High Life. "As the 'Official Beer of Bowling,' we've created a new
vehicle to execute other Miller High Life programs like our veteran's
initiatives, while reaching thousands our core consumers. We couldn't be more
thrilled to showcase the Miller High Life values to bowlers nationwide."

Highlights of the sponsorship include specialized point of sale items,
"Official Beer Sponsor of Bowling" glassware, pitchers, buckets and prominent
on-premise signage in more than 2,100 Strike Ten bowling centers across the
country. The Miller High Life brand will also be showcased as the major
sponsor of several marquee bowling-industry events, tradeshows and

"Aligning bowling with Miller High Life pairs one of the nation's favorite
sports and recreational activities with one of America's strongest and most
recognizable brands along with being a great beer," said Frank DeSocio,
President at Strike Ten Entertainment. "We could not be more proud to team up
again with Miller High Life, a brand with great heritage, values and roots
entrenched in American culture, just like the sport of bowling."

About Strike Ten Entertainment
Headquartered in Arlington, Texas, Strike Ten Entertainment is the centralized
sponsor-activation arm of the bowling industry. Strike Ten Entertainment
serves all organizations of bowling by coordinating the industry's sales and
marketing efforts. Strike Ten Entertainment's mission is to increase national
awareness of bowling and to assist the bowling industry in developing new
bowlers and increasing the frequency of existing bowlers each year through
promotions, publicity and industry-wide marketing initiatives.

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, 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.
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.

SOURCE Strike Ten Entertainment

Contact: Mark Rasmussen, MillerCoors, +1-312-496-2968,; Frank DeSocio, Strike Ten Entertainment,
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