A genuinely different live music experience is being brought to Edinburgh and Glasgow courtesy of Miller Genuine Draft. This exciting new concept will offer marketing and promotional opportunities across the on and off trade, in addition to a consumer targeted “above the line” campaign and online activity.
Hosted at two venues: The Mill, Niddry Street Edinburgh and The Mill, Byres Road Glasgow. The venues will provide a weekly platform to showcase emerging music talent from around the country.
The Mill represents the coming together of Miller Genuine Draft, key players in the music scene and the audience. There’s a simple manifesto: support those bands that are pushing the boundaries, both in their music and their approach and create a platform where they can play to their maximum potential.
This initiative has been developed to enable both emerging artists and music lovers to benefit from the rapidly changing landscape of the music industry; bringing them together in a direct and uncomplicated way that is genuinely different.
Artists will have the opportunity to perform at their best in fully equipped venues that have the latest in sound and lightning technology. This, coupled with a unique support package which includes having their live tracks mixed by an established music producer along with a live performance video, will give these bands an ideal platform for their talent.
The dedicated website for The Mill www.themill-live.com will be the up-to–the-minute source of information for music followers wanting to know more. Through the website they’ll be able to:
• Request tickets
• Discover where to find ‘genuinely different’ bars that stock Miller Genuine Draft
• Download tracks for free
• Experience The Mill through footage from the venues.
Tickets for The Mill will be free of charge and will be available through the website www.themill-live.com. Miller Genuine Draft has identified key bars known as ‘genuinely different’ and a limited number of last chance tickets will be available in selected bars in each city.
On Trade activity will include:
• Tracks from The Mill will be available as free downloads in ten selected ‘genuinely
different’ bars in Glasgow and Edinburgh via dedicated bluetooth enabled pods These
ten bars in each city will change every two months and will be known as the ‘sessions’
tours..
• Limited Last Chance tickets will become available in selected bars across both cities.
Consumers will be driven to these bars from the website where they will be able to get
their hands on the tickets.
• Creating a series of guides for both cities highlighting the genuinely different bars where
tickets, the sessions and information about the bars will be displayed.
Off Trade activity:
• September sees the launch of new dynamic, eye catching packaging that
communicates The Mill and the website encouraging consumers to experience The Mill
online.
• Off trade stores will be provided with eye catching point of sale, including pallet wraps,
free standing display units and hanging boards.
• From October to the end of December, stores will be provided with a free prize draw
where customers will be in with a chance of winning a Denon music system.
Richard Ingram, Marketing Manager at Miller Brands UK said: “In order to create The Mill, we are collaborating with local music industry experts including managers, A&R and others to understand the benefits and opportunities that Miller Genuine Draft can bring to artists and live music audiences in Glasgow and Edinburgh.
“By investing in the venues and in the promotional packages we are offering artists who appear at The Mill, we aim to create a music programme with a difference – one that adds real benefit to the modern day Scottish local music scene. That’s not something that people would expect from Miller Genuine Draft and we’re proud of that.
“An important part of the planning activity was making sure that we would drive traffic into stockists of Miller Genuine Draft which is why we’ll be rotating the bars that will have the bluetooth pods to download the sessions, offer the last chance tickets, give away loaded iPods as well as producing bar guides online.”
-ENDS-
For more information please contact:
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to Editors:
About Miller Brands UK
Miller Brands was launched in 2005 and is a subsidiary of SABMiller, one of the world's largest brewers. Miller Brands have assumed responsibility for the development of all 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 recognized and referenced by retailers.