Miller Genuine Draft are supporting their live music experience, The Mill, through an on-trade promotion that gives consumers of the premium bottled lager in Scotland the chance to win a limited edition MP3 player, pre-loaded with live tracks from The Mill. All of the 160 participating outlets in Glasgow and Edinburgh will give away one MP3 player pre-loaded with live tracks from The Mill while 50 runners up will receive a copy of the ‘LIVE AT THE MILL’ CD.
The promotion, which runs to 30th March, uses a scratchcard mechanic whereby a card is given to anyone buying a bottle of Miller Genuine Draft at the bar.
Each of the 160 participating outlets have received promotional kits to support the activity comprising of posters, drip mats, bar runners, back bar displays and staff T-shirts.
The Mill is a genuinely different live experience where the best in emerging music talent is showcased every week in Edinburgh and Glasgow. Since opening in September it has staged over 50 free gigs and entertained thousands of music lovers while over 41,000 tracks have been downloaded via Bluetooth driving footfall into the pubs and providing added value to our consumers. Bringing together the key players in Scotland’s emerging music scene and their audiences, The Mill has become a high profile platform putting Miller Genuine Draft and over 80 up-and-coming bands into the spotlight of the press and music industry. Such an innovative approach has successfully repositioned Miller Genuine Draft among a notoriously tough target audience, whose increased engagement is helping to drive sales.
Laura Scotland of the Henry J Beans, Rutland Square in Edinburgh has seen sales of Miller Genuine
Draft increase since the launch of The Mill five months ago – she currently sells around 10 cases of Miller Genuine Draft per week.
‘I really like the direction in which The Mill is taking the brand. It’s making Miller Genuine Draft trendy and very in tune with its target audience. I get people coming into the pub to find out details and this new promotion is bound to increase interest further.’
Richard Ingram, Marketing Manager at Miller Brands UK adds, ‘We are genuinely excited by our work with The Mill. It really has helped us to access our sometimes elusive target audience by talking their language through music. This new on-trade promotion enables 160 key customers to benefit from our success and tap into that market too through the chance for one of their customers to win the limited edition MP3 Player.’
Tickets for The Mill, (hosted at two venues: The Mill, Niddry Street, Edinburgh and The Mill, Byres Road, Glasgow) are free of charge and available through the website www.themill-live.com as well as artist information, upcoming gigs and free and exclusive live downloads.
-ENDS-
For further information, imagery and interviews, please contact:
Sophie Knight
Leisure PR and Communications Ltd
07912 085136
sophieknight@leisurepr.co.uk
Notes to editors:
About Miller Brands
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; 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.