Miller Brands is launching a new on-pack promotion for Tyskie, the UK’s number one Polish beer , to drive sales for retailers. The promotion will encourage trial and build loyalty by giving consumers the chance to win two return flights to Poland every week until March 2012 via a text to win mechanic.

Tyskie has a balanced sweet and bitter flavour and a pleasant aroma of hops, caramel and a hint of fruit.  With a growing number of Polish-born adults living in the UK  seeking out a taste of home and more UK consumers recognising Tyskie as a World Beer, more shoppers than ever are enjoying this refreshing lager.

Laura Edwards, Director of Trade Marketing at Miller Brands, says: “Authentic, quality World Beers such as Tyskie represent a great margin opportunity for retailers. Tyskie is growing in popularity, and this on-pack flight promotion will increase stand out on shelf and encourage impulse sales by giving shoppers even more reason to purchase.”

The on-pack promotion, which launches this summer, will give consumers more chances to pick up prizes, as all entrants to the weekly flight draw will be automatically entered into a monthly competition to win a luxury weekend for two in Krakow. Trade outlets wishing to stock Tyskie should contact Miller Brands on 01483 264 118.

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Notes to Editors

About Miller Brands

Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.

About Tyskie
• Miller Brands took over the distribution of Tyskie in the UK in January 2007

• Tyskie has a pleasant aroma of hops, caramel and a hint of fruit, giving a balanced sweetness and bitterness based on its unchanged historic recipe

• The on-pack promotion is live now and closes at the end of March 2012. The weekly prize is return flights for two people from the UK/ROI to Poland on selected routes. The monthly prize is one luxury weekend break to Krakow for two people, including return economy-class flights from a London airport, transfers to and from the Krakow hotel, breakfast daily, a city tour in a traditional Trabant car and dinner in a gothic cellar at Pod Aniolami Restaurant (terms and conditions apply, see pack)

• Areas with large Polish communities in the UK include; Edinburgh, Glasgow, Lancashire, Cheshire, Leeds, Boston, London and Bristol

For more information, please contact:

Rebecca Kozlowska

Clarion Communications

Email: rkozlowska@clarioncomms.co.uk Tel: 0207 479 3112