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Miller Brewing, Palms Casino sign deal

MILWAUKEE, Wisconsin –- (PRESS RELEASE) -- Miller Brewing Company today announced a major new partnership with one of the hottest resorts in Las Vegas, The Palms Casino Resort. The three-year alliance makes Miller the official malt beverage marketing partner for the property, covering all Miller brands and all activities at The Palms.

Miller will begin to activate the partnership in April with two high- profile programs. Through a Miller Lite consumer promotion that kicks off in April and continues through May, legal-drinking-age consumers can enter to win an ultimate VIP weekend getaway at The Palms. Fifty consumers will win a trip for two to The Palms. Additional details on "Miller Lite's VIP Palms Experience" will be available starting in April on Miller Lite displays at local beer retailers, from Miller Lite sampling teams in bars and restaurants and at MillerLite.com.

And on April 17, Miller Genuine Draft will kick off its first "Craft" event at The Pearl, the state-of-the-art, multi-million dollar concert theater opening this month at The Palms. "The Craft" is MGD's new music program highlighting the passion and integrity that contributes to the creation of truly memorable music. The events, in partnership with the Rock and Roll Hall of Fame and Museum, feature a moderated live performance intended to give fans a deeper understanding of the artists' work.

"The Palms has become one of the ultimate destination resorts in the country and a premier entertainment center in Las Vegas," said Randy Ransom, Miller's chief marketing officer. "This comprehensive partnership gives us the opportunity to put Miller beers at the center of The Palms' biggest events and the ability to make our promotional activities more compelling by giving beer drinkers the chance for memorable experiences at one of Vegas' hottest resorts."

The partnership features Miller involvement with venues throughout the Palms.

"It's always exciting to partner with an industry leader like Miller Brewing Company," said Palms owner George Maloof. "We've enjoyed a tremendous period of growth and look forward to sharing our success as we integrate Miller's quality products and innovative promotions with all the extraordinary developments happening at the Palms."

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