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Miller Lite Spotlights Beer Penalties Using Shrink Sleeve Labels from Multi-Color Corporation

Press release from the issuing company

CINCINNATI, Oct. 21 -- Miller Brewing Company has brought its popular "Taste Referees" advertising campaign to limited-edition bottles of Miller Lite using full body shrink sleeve labels produced by Multi-Color Corporation. To tie the brand's advertising to the individual beer-drinking experience, Miller Lite is distributing a series of eight 12-ounce "Taste Referee" bottles. The bottles' shrink sleeve labels resemble a referee's jersey and illustrate eight Beer Penalties such as "Ineligible Beer in the Cooler" and "Unbeermanlike Conduct." The Miller Lite "Taste Referee" bottles began shipping October 1 and will be available while supplies last. The specially decorated bottles are available in sports bars and other venues nationwide. "The response to the promotion has been tremendous," said Rick Carter, innovation director at Miller. "Our customers like the dynamic graphics and the series of illustrated beer penalties seems to have created a buzz in the marketplace. People want to see which penalties their friends received, so the bottles are being passed around, and some people are trying to collect the entire series." The Miller Lite Beer Referee shrink sleeve labels are reverse printed rotogravure in eight colors and finished at Multi-Color's Scottsburg, Ind., facility. Multi-Color's Graphics Services facility in Erlanger, Ky., did the pre-press work and cylinder engraving. "Working with Multi-Color was a great experience," Carter said. "This was a fast turnaround project and Multi-Color delivered the service and speed to market we needed to meet our schedule."