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BLUE DEUCE TO GIVE RACE FANS TASTE OF THE CHASE, MILLER LITE TEAM TO TWEET THROUGHOUT THE 10-RACE PLAYOFF

17 September 2009

For more information, contact:

Deron Nardo
Dig Communications
312.577.1767
dnardo@digcommunications.com

Scott Bussen 
MillerCoors 
312.496.2969 
bussen.scott@millercoors.com

Miller Lite Racing Insiders to Share Thoughts and Insight Via Popular Social Platform

CHICAGO (September 16, 2009) - Have you often wondered what goes on in the NASCAR garages during the down time over the course of a race weekend?  Were you ever curious to know what Kurt Busch and his team do between returning home from a race and packing up for the next one?

Well, prepare to have those questions answered.  Beginning tonight - in advance of Sunday's Loudon race, the first in the 10-week NASCAR Sprint Series Chase for the Cup playoff - the Miller Lite Blue Deuce will be using Twitter to provide fans with exclusive information about preparing for and running in the Chase.  Legal-drinking-age fans can follow "BlueDeuce2Win" on Twitter; or, for more information, visit the Miller Lite "Taste Nation" page on Facebook, PenskeRacing.com or Twitter.com/PenskeRacing.

Members of the team's "inner circle," including Miller Lite pit crew members, will be sending Tweets at various times during the week and from the garages and trackside during race weekends.  Content will include race-related Tweets about things such as adjustments made to the car and the mindset and strategy of the race team, as well as non-race Tweets such as insight on appearances and what was on the team's lunch menu.

"Very few race fans get the opportunity to hang out at our Penske headquarters or in the garage and pit area during a race," said Jonathan Gibson, vice president of marketing and communications at Penske Racing.  "By sending Tweets throughout the week and during race weekend, we intend to give race fans exclusive access to our team and how we prepare a race car for a day on the track.  It'll be the Chase as fans have never experienced it before."

"How cool is it going to be for fans to read that Pat Tryson really likes the way the race is setting up, or that our tire specialist has concerns about the wear and tear he is seeing on a set of tires," said Jackie Woodward, vice president of marketing services at MillerCoors.  "It'll be an unprecedented look at the Miller Lite Racing team during the pressure cooker that is the Chase, and we think fans will love it."

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies.  MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories.  MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks.  MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to create America's best beer company by driving profitable industry growth.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

 

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