Miller Lite continues to elevate the music festival circuit by extending its long-term sponsorship with Bonnaroo Music and Arts Festival. The Tennessee-based festival will return in 2016 from June 9 to 12, with the return of the New Music Lounge by Miller Lite. Bonnaroo features more than 100 acts from a diverse array of genres, spanning from indie rock to hip hop, and is expected to draw more than 80,000 fans from across the country.
“The Bonnaroo Music and Arts Festival is the most iconic original festival in the U.S., so it makes perfect sense for the original light beer to play a big part in it,” said Bill Averill, director of field marketing for MillerCoors Southeast region. “We’re extremely excited to continue our long-standing partnership with Bonnaroo, and showcase some of the best up-and-coming original bands from around the country on our stage.”
Miller Lite will join the iconic festival, held in Manchester, Tennessee, for the 15th anniversary of hosting music legends and renowned comedians. The brand, in its sixth year as the official beer of Bonnaroo, will continue to support the partnership and New Music Lounge through extensive retail activation programming throughout the Southeast.
“Our friends at Miller Lite have been important partners for Bonnaroo and we look forward to extending our relationship for a long time to come,” said Chad Issaq, EVP, Business Development & Partnerships for Superfly, and co-producer of Bonnaroo Music and Arts Festival.
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, which celebrates its 20th Anniversary this year. Tenth and Blake also operates Crispin Cider Company, an artisanal maker of pear and apple ciders using fresh-pressed American juice, and imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’s Pilsner Urquell and the Netherlands’Grolsch. MillerCoors also offers pioneering new brands such as the Redd’s Apple and Redd’s Wicked Apple franchises and Smith & Forge Hard Cider. MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.