Miller High Life beer’s new red, white, and blue packaging is specially designed to honor veterans as part of MillerCoors’s renewed partnership with Iraq and Afghanistan Veterans of America (IAVA) and a new relationship with Operation Homefront to “Welcome Veterans Back to the High Life.”
For the third consecutive year, legal-age beer drinkers can support veterans by helping to provide them with thousands of memorable “High Life” experiences, such as tickets to professional sporting events and concerts, throughout the summer.
Consumers can get involved by returning specially marked Miller High Life and Miller High Life Light bottle caps and can tabs to participating retail accounts, or via mail. For each cap or tab returned between May 1 and September 30, 2012, Miller High Life will donate 10 cents to provide veterans with a variety of “High Life” experiences, which include everything from throwing out the first pitch at a pro baseball game to unique access at motorsports events.
“The enthusiasm for High Life’s veterans efforts is a testament to Americans’ unwavering support of those who have served our country,” says Brendan Noonan, brand manager for Miller High Life. “As we continue to ‘Welcome Veterans Back to the High Life,’ be it at barbeques or ballgames, let’s all raise a red, white, and blue High Life and toast to our nation’s veterans.”
Iraq and Afghanistan veterans who are members of IAVA can sign up for “High Life” experiences. Those who have served in Iraq and Afghanistan and are not currently members of IAVA are encouraged to join for free and participate in Miller High Life’s “Welcome Veterans Back to the High Life” program. Operation Homefront members can log on to their local chapter page for details on how to sign up for “High Life” experiences.
"Miller High Life's ‘Welcome Veterans Back to the High Life’ program goes beyond a yellow ribbon or handshake to provide new veterans and their families with a lasting sense of community,” says IAVA founder and executive director Paul Rieckhoff. “IAVA is excited to work with Miller High Life for the third year in a row to help raise critical support for this generation of veterans and to show them we’ve got their backs from the day they deploy through the rest of their lives.”
During the past two years, Miller High Life has donated more than $2 million in cash and experiences towards helping veterans “Live the High Life.” Legal-drinking-age consumers can support the program this year by returning specially marked Miller High Life and Miller High Life Light bottle caps or can tabs to participating bars, restaurants and convenience and grocery store locations or by mailing them to Miller High Life Veterans Program, 3903 Portage Rd., Ste C #140, South Bend, IN 46628-6192.
MillerCoors is a joint venture of SABMiller plc and Molson Coors 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.
Iraq and Afghanistan Veterans of America is the nation’s first and largest nonprofit, nonpartisan organization dedicated to improving the lives of our newest veterans and their families. Through health, education, employment, and community programs, IAVA strives to build an empowered generation of veterans who provide sustainable leadership for our country and their local communities.
Operation Homefront provides emergency financial and other assistance to the families of service members and wounded warriors through public support and a collaborative team of staff and volunteers. Where there is a need OH does not provide, they will partner with others for the benefit of military families throughout the country.