To celebrate summer, Blue Moon is awarding beer drinkers with prizes all season long, including a grand prize trip to the Sandlot Brewery in Denver to become “Brewmaster for a Day.” Fans are encour- aged to share their artfully crafted moments by uploading photos to the brand’s Facebook page, where the applica- tion will transform their photos into artfully crafted Blue Moon paintings, for the chance to enter to win weekly prizes, as well as the grand prize of “Brewmaster for a Day.” The winner will collaborate with Blue Moon brewmasters Keith Villa and John Legnard to create a beer based on their most memorable summer moments. Legal-drinking age consumers can enter the “Artfully Crafted” contest by visiting Blue Moon’s Facebook page until August 31, 2011. For more information about the contest, visit www.Facebook.com/BlueMoon.
Miller Lite’s summer program is encouraging beer drinkers to “save their summer” by collecting Taste Points and submitting them for the chance to win epic prizes. The Taste Points program allows legal-drinking-age consumers to collect points found on specially marked packages of Miller Lite and by checking in on Foursquare at participating bars and restaurants. Through July 31, 2011, consumers can bank Taste Points individually or team up with friends and use them to enter for the chance to win thousands of daily, weekly and monthly prizes – including an around-the-world journey. To support the program, the brand launched new TV commercials featuring the Miller Liteguards, an army of women tasked with saving men from making “unmanly” decisions such as choosing a beer with less taste than Miller Lite.
Newcastle Brown Ale is returning with its popular “Your Beer. Your Glass” summer retail program, where legal, which gives consumers the chance to claim their own Newcastle Geordie Schooner – the authentic British style brown ale glass. POS materials prompt consumers to purchase Newcastle Brown Ale and either mail in six bottle caps or go online to redeem the offer for an authentic Geordie Schooner.
Miller High Life is reprising its “Give a
Veteran a Piece of the High Life” program this summer for the second year. The brand is part- nering with Iraq and Afghanistan Veterans of America (IAVA) to donate up to $1 million in cash and experiences to the newest generation of veterans. For each specially marked cap or can tab of Miller High Life and Miller High Life Light returned to participating retail accounts or via mail until September 30, the brand will donate 10 cents towards experiences with IAVA members such as tickets to sporting events, concerts, weekend getaways and more. For more information, visit www.millerhighlife.com.
Pacifico’s summer promotion has an envi- ronmental focus this year. The brand’s 12- and 24-packs feature custom package graphics encouraging consumers to select an environmental charity to which Pacifico will make a $1 donation. Consumers can find a promotional code in-pack, enter the code on Pacifico’s Facebook page, choose from among four environmental causes and Pacifico will then make a $1 donation. The program runs through august 14, 2011.
Beverage Dynamics • www.beveragedynamics.com • July/August 2011 • 47
