Miller races on. (Marketing).(Miller Brewing Co.)(Brief Article)

Beverage Industry, January, 2002

Miller Brewing Co., Milwaukee, Wis., has enhanced its NASCAR, CART and NHRA promotions for 2002. Specially marked packages of Miller Lite will give consumers two-minute, toll-free Fanscan phone cards, which will allow them to call in and listen as NASCAR driver Rusty Wallace discusses strategy, handling, track conditions and pit stop decisions.

The company has also teamed with Milwaukee neighbor Harley-Davidson for point-of-sale materials that feature stock car racing. Materials include banners, string pennants, table tents, posters and shirts. And the Miller Lite Racing Garage will again appear at selected races nationwide during the 2002 season.