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Lite lights the way in seasonal promo.

Miller Brewing Co. will focus on the excitement of the holiday season this year with a multibrand off-premise promotion that features the Lite beer brand at the forefront.

Called "May All Your Holidays Be Lite," the campaign will combine motion displays, holiday-themed point-of-sale items, and consumer offers that will run through the fall and winter months.

In addition to Lite, Miller Genuine Draft, Genuine Draft Light and Miller High Life will be featured in the promotion.

Starting in November, the promotion will focus its p-o-s on holiday activities, including football and tobogganing. A rotating village display can also be adapted from an autumn to a winter scene.

A "take one" offer on free gift wrap for 12-packs or cases will also be available. Additionally, other consumer offers include Lite/Super Bowl vinyl footballs in November and custom string lights in December.

"Promotions such as these capture the fun and excitement of the autumn and holiday seasons," reported Deno Syrios, director of consumer promotions. "The point-of-sale materials and special offers remind consumers to include Miller in their celebrations."
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Title Annotation:Miller Brewing Co. promotion for Lite beer brand
Publication:Modern Brewery Age
Date:Sep 21, 1992
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