The Brand Known for Cold Refreshment Heats Up the 44 Days Before the Big Game

The spectator’s journey to Super Bowl XLIV could rival the excitement of a team bound for South Florida in February.

From Dec. 26 through Super Bowl Sunday, Coors Light, the official beer sponsor of the Super Bowl, is presenting fans with a refreshing experience — 44 straight days of prizes on the road to Super Bowl XLIV.

The Coors Light “Countdown to XLIV” promotion allows legal-drinking-age consumers across the country the opportunity to win a variety of unique prizes such as trips to Super Bowl XLIV, Super Bowl XLV, the 2010 and 2011 Pro Bowls, as well as LED flat screens, player autographed memorabilia, NFL Shop gift cards and Coors Light Super Bowl XLIV gear.

“The countdown is on and Coors Light is excited to be rewarding fans as they prepare for Super Bowl XLIV,” said Kedric George, manager of retail marketing for Coors Light.

“The brand is dedicated to giving consumers true NFL experiences and now, as the official beer of the NFL and the Super Bowl, we’re thrilled to give football fans the opportunity to be part of the biggest game of the year.”

Coors Light and Coors Banquet packaging directs consumers to CoorsLight.com to enter, or they can text the code to 4COORS to win. Consumers also can go to CoorsLight.com to obtain a free code for entry to the promotion (see official rules on CoorsLight.com).

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 full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.

The company also imports Peroni, Grolsch, Pilsner Urquell 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, Wis., and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.

MillerCoors vision is to become the best beer company in America 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.