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Original Date: Tue, 4 Apr 2000 00:50:34 +0200
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Miller Lite is Negotiating to Become Exclusive Beer Sponsor for the
Mystery Lights of Marfa, Texas;
Brewer May Become First to Own Rights
to an Unexplained Phenomenon
Updated 6:18 PM ET March 31, 2000
MILWAUKEE and MARFA, Texas (BUSINESS WIRE) - Confirming a report by
the Big Bend Sentinel on Thursday, March 30 in Marfa, Texas, officials
at Miller Brewing Company today verified that Miller Lite has been in
negotiations to acquire an exclusive sponsorship for the Marfa Lights,
also known as the Mystery Lights of Marfa, and if successful the
brewer plans to rename them the "Miller Lites."
The impending deal marks the first time any U.S. company has
negotiated for such a sponsorship with representatives of an
unexplained phenomenon. Terms of the agreement have not been released.
"We are very excited about our involvement with the Marfa Lights,"
said Jeff Colbert, Miller's general manager for sales in Texas, "This
is part of our 'True to Texas' campaign that aims to tell the story
about the diversity, traditions and history of the Lone Star State. We
intend to leverage the mystery and popularity of the 'Miller Lites' to
reinforce our commitment to this great state."
Miller officials expect that the "Miller Lites" will join a list of
vital Miller marketing relationships such as those the company enjoys
with the world champion Dallas Cowboys and baseball Hall of Famer
The Marfa Lights sponsorship would become a part of Miller Lite's
"True to Texas" campaign. "True to Texas" recognizes that Texans have
great pride in their diversity, their culture, their traditions, their
sports and their state. "True to Texas" brings music, environmental
and sports sponsorship programs to legal age Texas beer-drinkers.
About the Marfa "Lites"
The Marfa Lites, mysterious and unexplained lights that have been
reported in the Marfa, Texas area for more than 100 years, have been
the subject of many theories. The first reported sighting of the
lights was by a rancher in 1883. Variously explained as campfires,
phosphorescent minerals, swamp gas, static electricity, and "Ghost
Lights," the Lites reportedly change colors, move about, and vary in
intensity. Scholars have reported more than seventy-five local folk
tales dealing with the unexplained phenomenon. The official web site
is located at www.marfalights.com.
About Miller Brewing Company
Miller Brewing Company is a wholly owned subsidiary of Philip Morris
Companies Inc. (NYSE:MO). Principal beer brands include Miller
Lite, Miller Genuine Draft, Miller High Life, Miller Beer, Meister
Brau and Milwaukee's Best. Primary products from Plank Road Brewery, a
small division of Miller, include ICEHOUSE and Red Dog. Newly acquired
brands include Henry Weinhard's, Hamm's, Olde English 800 and Mickey's
Malt Liquor. Miller also brews Sharp's, a non-alcohol beer. Miller's
corporate web site can be found at www.millerbrewing.com.
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