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For the third straight year, Miller High Life has teamed up with Iraq and Afghanistan Veterans of America (IAVA) to “Welcome Veterans Back to the High Life.” Joined for the first time by Operation Homefront (OH), a San Antonio-based organization providing emergency financial and other assistance to military families and wounded service members, the iconic brand is encouraging legal-age beer drinkers to aid veterans by helping to provide them with thousands of memorable “High Life” experiences, including tickets to professional sporting events and concerts, all summer long.
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 by mail. For each cap or tab returned between May 1 and Sept. 30, Miller High Life will donate 10 cents to give veterans a variety of fun experiences. The brand is also featuring new red-white-and-blue packaging specially designed to honor vets.
“The enthusiasm for High Life’s veterans efforts is a testament to Americans’ unwavering support of those who have served our country,” noted Brendan Noonan, brand manager for Miller High Life, a brand of Chicago-based MillerCoors, which is a joint venture of SABMiller plc and Molson Coors Brewing Co. “As we continue to ‘Welcome Veterans Back to the High Life,’ be it at barbecues 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 IAVA members can sign up for High Life experiences by visiting the organization’s website. Those who have served in Iraq and Afghanistan and aren’t currently IAVA members can join at no charge and take part in the Miller High Life program. OH members can go to that group’s site and click on their local chapter page for details on how to sign up.
“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,” said Paul Rieckhoff, founder and executive director of New York-based IAVA. “[The initiative helps] raise critical support for this generation of veterans and [shows] them we’ve got their backs from the day they deploy through the rest of their lives.”
Over the past two years, Miller High Life has donated more than $2 million in cash and experiences to help veterans. This year’s program will be supported with print, television, radio and online advertising, point-of-sale materials, custom packaging and public relations efforts.