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- MILWAUKEE and MARFA,
Texas (BUSINESS WIRE) - Confirming a report by the Big Bend Sentinel on
Thursday, March 30 in Marfa, Texas, officials at Miller Brewing Company
today verified that Miller Lite has been in negotiations to acquire an
exclusive sponsorship for the Marfa Lights, also known as the Mystery Lights
of Marfa, and if successful the brewer plans to rename them the "Miller
Lites."
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- The impending deal marks the first time any U.S. company
has negotiated for such a sponsorship with representatives of an unexplained
phenomenon. Terms of the agreement have not been released.
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- "We are very excited about our involvement with
the Marfa Lights," said Jeff Colbert, Miller's general manager for
sales in Texas, "This is part of our 'True to Texas' campaign that
aims to tell the story about the diversity, traditions and history of the
Lone Star State. We intend to leverage the mystery and popularity of the
'Miller Lites' to reinforce our commitment to this great state."
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- Miller officials expect that the "Miller Lites"
will join a list of vital Miller marketing relationships such as those
the company enjoys with the world champion Dallas Cowboys and baseball
Hall of Famer Nolan Ryan.
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- The Marfa Lights sponsorship would become a part of Miller
Lite's "True to Texas" campaign. "True to Texas" recognizes
that Texans have great pride in their diversity, their culture, their traditions,
their sports and their state. "True to Texas" brings music, environmental
and sports sponsorship programs to legal age Texas beer-drinkers.
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- About the Marfa "Lites"
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- The Marfa Lites, mysterious and unexplained lights that
have been reported in the Marfa, Texas area for more than 100 years, have
been the subject of many theories. The first reported sighting of the lights
was by a rancher in 1883. Variously explained as campfires, phosphorescent
minerals, swamp gas, static electricity, and "Ghost Lights,"
the Lites reportedly change colors, move about, and vary in intensity.
Scholars have reported more than seventy-five local folk tales dealing
with the unexplained phenomenon. The official web site is located at www.marfalights.com.
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- About Miller Brewing Company
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- Miller Brewing Company is a wholly owned subsidiary of
Philip Morris Companies Inc. (NYSE:MO). Principal beer brands include Miller
Lite, Miller Genuine Draft, Miller High Life, Miller Beer, Meister Brau
and Milwaukee's Best. Primary products from Plank Road Brewery, a small
division of Miller, include ICEHOUSE and Red Dog. Newly acquired brands
include Henry Weinhard's, Hamm's, Olde English 800 and Mickey's Malt Liquor.
Miller also brews Sharp's, a non-alcohol beer. Miller's corporate web site
can be found at www.millerbrewing.com.
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- Contact: Miller Brewing Company Scott Bussen, 414/931-3848
Sbussen@mbco.com or Ketchum Public Relations Jose Villasenor, 214/259-3426
Mobile: 214/769-7149 jose.villasenor@ketchum.com
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