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Miller extends commitment with new Sunshine program.

Miller extends commitment with new Sunshine program

The "walls of sunshine," expected to be created in hundreds of Iowa taverns this December as part of Miller Genuine Draft's new Sunshine Program, will help bring light into the lives of thousands of disabled Iowa children through donations by Miller distributors to the Variety Club of Iowa.

Set to begin December 1 and run through the end of the month, the Sunshine Program will give Iowa's tavern owners the opportunity to solicit donations to the children's charity by selling Sunshine certificates to their customers. Pricing of the certificates will be determined by the individual tavern owners.

After a purchaser's name is written on a certificate, which carries a reproduction of the Variety Club's sunshine logo, it then can be attached to a designated wall that becomes the establishment's "wall of sunshine."

"It's our hope that in taverns all across Iowa these walls of sunshine will be erected, signifying the state's commitment to its children," said Bob Peel, region manager, Miller Brewing Co. "This program is also something people can have a lot of fun with through contests and personal challenges."

Each of Miller's 17 Iowa distributors will participate in the Program and will provide program support materials to the tavern owners, Peel said. The distributors will collect the money raised during the program at its conclusion and turn it over to the Variety Club during the broadcast of its annual telethon next March.

According to Peel, Miller and its distributors raised more $63,000 last year through cash donations made per case of beer sold and outside fund-raising promotions.
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Title Annotation:Miller Brewing Co. raises money for disabled Iowa children
Publication:Modern Brewery Age
Date:Nov 20, 1989
Previous Article:Rumbaugh resigns as president of National Beer Wholesalers' Association.
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