Miller Takes a Gamble

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Miller Takes a Gamble

MILWAUKEE -- Miller Brewing Co. announced it is partnering with The Palms Casino Resort in Las Vegas to become the exclusive malt beverage sponsor of the property. The three-year agreement will cover all Miller brands and activities at the resort.

April will be the start of the promotion, with two high profile programs -- the first being a Miller Lite consumer promotion called "Miller Lite Palms Experience," which gives adult consumers the chance to win a VIP weekend getaway at the Palms; fifty consumers will win a trip for two to the casino/resort. The promotion will be advertised on the brand's Web site,, as well at local beer retailers, the brewer said.

The other event, to be held by Miller Genuine Draft, will be a "Craft" event at The Pearl, a multi-million dollar theater that is opening at the Palms this month. "The Craft" is a music program by the brand that will highlight the passion and hard work that is needed to make memorable music. Live performances will be offered as part of the event.

"The Palms has become one of the ultimate destination resorts in the country and a premier entertainment center in Las Vegas," said Randy Ransom, Miller's chief marketing officer. "This comprehensive partnership gives us the opportunity to put Miller beers at the center of The Palms' biggest events and the ability to make our promotional activities more compelling by giving beer drinkers the chance for memorable experiences at one of Vegas' hottest resorts."

Additional events and promotions featuring the company's brands will be held at other venues at the resort, according to a news release from Miller.