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.
Miller High Life glass bottles are supplied by Owens Illinois, crowns by Famosa, and aluminum cans by Ball Corp.
“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.”
