MILWAUKEE (June 2, 1999) -- Two Milwaukee landmarks with legendary racing programs, Miller Brewing Company and Harley-Davidson, are joining together for a summer promotion that will offer consumers an opportunity to win Harley-Davidson...
MILWAUKEE (June 2, 1999) -- Two Milwaukee landmarks with legendary racing programs, Miller Brewing Company and Harley-Davidson, are joining together for a summer promotion that will offer consumers an opportunity to win Harley-Davidson motorcycles, and introduce a special limited-edition Miller Lite/Harley-Davidson design for three racing teams.
A national sweepstakes, where legal, during June and July will provide consumers with an opportunity to win one of 35 Harley-Davidson motorcycles in the Miller Lite and Miller Genuine Draft promotion, 'Instant Summer, Just Add Beer.' As part of the promotion, the three Miller Lite-sponsored race teams of Rusty Wallace, Max Papis and Larry Dixon will feature the special navy blue and chrome Miller Lite/Harley-Davidson limited-edition design in races beginning this weekend (June 6), through August 1.
Wallace will drive the No. 2 Penske Racing Ford Taurus on the National Association of Stock Car Auto Racing (NASCAR) Winston Cup tour, and Papis will pilot the No. 7 Team Rahal Ford Reynard on the Championship Auto Racing Teams (CART) FedEx Championship circuit. Larry Dixon will be in the seat of the Prudhomme Racing Top Fuel dragster in the National Hot Rod Association (NHRA) series.
"We're extremely excited to be able to join together with our Milwaukee neighbor, Harley-Davidson, and our three premier racing programs for this outstanding summer promotion," said John D. Bowlin, Miller Brewing Company's president and chief executive officer. "All of our drivers and team owners are well-known to racing fans throughout the country, and the Miller Lite/Harley-Davidson commemorative paint design will increase enthusiasm for our race teams and introduce new fans to the sport. It also provides us with an excellent partner for an outstanding consumer promotion where Miller Lite and Miller Genuine Draft drinkers will be able to win Harley-Davidson motorcyles."
"This partnership brings together two legendary names in the sport of racing," said Jeff Bleustein, Harley-Davidson chairman and chief executive officer. "There's a love for racing among all our customers and this program gives Harley-Davidson and Miller Lite racing fans the opportunity to enjoy both two-wheel and four-wheel racing."
Harley-Davidson Superbike riders Scott Russell and Pascal Picotte also will participate in the Miller Lite/Harley-Davidson promotion. The limited edition joint logo will be featured on their apparel and the pits during race weekends in June and July.
Miller Brewing Company and Harley-Davidson have worked together numerous times in the past. Most recently, the two companies collaborated on the motorcycle manufacturer's 95th Anniversary Reunion in Milwaukee. Miller Genuine Draft was a sponsor of the event and over 50 Harley-Davidson motorcycles were given away in a Miller Brewing Company promotion in conjunction with the 95th Anniversary.
"This is the coolest marketing program I've ever been involved with in my racing career -- and I've been racing a long time, and been involved with a lot of different programs," said Wallace. "This is an exciting venture for Miller Brewing and Harley-Davidson and I think this is going to knock all the past marketing campaigns in racing clear off the map. It's a quality program that will be presented in a first-class manner."
"When two corporations are located on the same street in the same city, it's only natural that the companies explore working together," said Rahal, owner of the Team Rahal car of Max Papis. "Both Miller Brewing and Harley-Davidson have set the standard in terms of supporting the racing community and this promotion will be another project that sets the goal for others to aim for. It seems like a natural fit for the two companies to get together."
"I've been a Harley owner since 1985, and I've found that there is a great family-type atmosphere among Harley-Davidson riders," said Don Prudhomme, owner of Larry Dixon's NHRA Top Fuel dragster. "In all of racing, and especially in the drag racing community, there is always a willingness among competitors to help each other. I find that spirit very similar to what I've found among Harley riders."
Wallace, the 1989 NASCAR Winston Cup champion, has been driving a Miller Brewing Company-sponsored stock car since 1990. He has 49 victories and 23 pole positions in his NASCAR Winston Cup career. The 42-year old driver, a winner of at least one race in 14 consecutive seasons (1986-1999), registered ten victories in 1993 and eight wins the following season (1994). In 1991, Wallace became a NASCAR team co-owner with Roger Penske and Don Miller when Penske Racing South was formed.
Although Papis is in his first season driving for Miller Brewing Company and Team Rahal, he is in his fourth season as a competitor in the CART FedEx Championship series. The 29-year old driver was named to replace three-time CART series champion Bobby Rahal, who retired to the role of team owner following the 1998 season. Named the 'Most Improved Driver' in the CART series last season, Papis has experience in the Formula One series and endurance sports car racing.
Dixon, a second-generation drag racer, made his NHRA Top Fuel debut with Prudhomme Racing in 1995. After working as a mechanic with Prudhomme Racing, Dixon changed uniforms and in his inaugural season in the dragster he won four races en route to the NHRA 'Rookie-of-the-Year' award. The 32-year old racer has added two more victories to his racing resume and holds the NHRA Top Fuel elapsed time record (4.486 seconds), recorded earlier this season.
The three Miller Lite/Harley-Davidson race cars will debut this weekend. Rusty Wallace will be racing his NASCAR stock car at Dover Downs International Speedway (June 6) and Max Papis will pilot his CART Champ car at 'The Milwaukee Mile' (June 6). Larry Dixon will be at Route 66 Raceway in Joliet, IL with his NHRA Top Fuel dragster (June 6).
Miller Brewing Company is a wholly owned subsidiary of Philip Morris Companies Inc. Principal beer brands include Miller Lite, Miller Genuine Draft, Miller High Life, Miller Beer, Meister Brau and Milwaukee's Best. Primary products from Plank Road Brewery, a small division of Miller, include ICEHOUSE and Red Dog. Newly acquired brands include Henry Weinhard's, Hamm's, Olde English 800 and Mickey's Malt Liquor. Miller also brews Sharp's, a non-alcohol beer.
Harley-Davidson, Inc. is the parent company for Harley-Davidson Motor Company, Buell Motorcycle Company and Eaglemark Financial Services, Inc. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and offers a complete line of motorcycle parts, accessories, apparel, and general merchandise. Buell Motorcycle Company produces sport and sport-touring motorcycles. Eaglemark Financial Services, Inc. provides wholesale and retail financing, insurance and credit card programs to Harley-Davidson dealers and customers.