• Promo Magazine, Wednesday, September 7, 2011 9:30 AM

Miller High Life is again running a summer promotion to convert competitive brand drinkers, pitch loyalists and improve the lives of veteran soldiers. The program includes a partnership with Iraq and Afghanistan Veterans of America to donate up to $1 million in cash and experiences for veterans and their families. With the effort, via Team Enterprises, for every specially marked Miller High Life and Miller High Life Light bottle caps or can tabs from the purchases of 12-packs of beer Miller High Life donates 10 cents to help "Give a Veteran a Piece of the High Life."

The caps are returned to the stores where the beer was purchased and dropped into Miller High Life-branded boxes or bottles or mailed in. The distributors collect the caps, weigh them and report the weight to Miller. Distributor incentive programs include beer truck wraps and visits from spokesman Windell Middlebrooks, the character truck driver for the brand.

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