Keystone Light Unveils National Advertising Campaign

CHICAGO, IL, Apr 06 (MARKET WIRE) --
Keystone Light beer, the top share grower in the convenience store
channel(1), is launching a new national advertising campaign fueled by
the tagline "Always Smooth" -- and introducing the world to Keith Stone.

Two 30-second TV spots debut nationally today with Keith Stone, an easy
going and confident personality who embodies the brand's "Always Smooth"
mantra.

In "Rescue," Keith Stone smoothes over a precarious situation after
noticing an elderly woman in distress. Carrying his classic 30-pack
(known as a 30-stone) of Keystone Light, he is asked by the woman to
rescue her "Kiki" who has gotten herself stuck in a tree. Grabbing a
ladder, Keith Stone safely brings down Kiki, who turns out to be the
woman's granddaughter, prompting the acknowledgement from both women
about how smooth he is.

In "Bride," Keith Stone encounters a tearful bride using a convenience
store payphone. Wielding a giant meat snack, Keith Stone intercepts the
bride's call in a very smooth way and assures her everything will be ok.
This prompts the bride to smile and acknowledge how smooth Keith Stone is.

"Keystone Light is a hot brand for beer drinkers looking for value in
today's economy," said Elina Maniec, Keystone Brand Manager. "In 2009,
Keystone Light had strong double-digit growth in the Below Premium
category and by bringing 'Always Smooth' to life with an irreverently
good-humored character like Keith Stone, we'll increase our presence and
relevance with those legal-drinking-age consumers who like to kick back
with a smooth beer and good buddies."

Both TV spots, created by Saatchi & Saatchi Worldwide, New York, will
begin airing during male-oriented programming on networks such as Comedy
Central and FX. The TV advertisements will be supported with national
radio, digital and out-of-home ads and supplemented with content on the
brand's Facebook page (www.Facebook.com/KeystoneLight) and popular video
website, "Funny or Die."

As the official beer of the NASCAR Camping World Truck Series, Keystone
Light will also air TV commercials during each locally supported NASCAR
race on Speed Channel and leverage that network's Hot Rod TV program to
showcase a Keith Stone customized ad and a custom-built Keystone Light
Camaro.

About MillerCoors
Built on a foundation of great beer brands and more
than 288 years of brewing heritage, MillerCoors continues the commitment
of its founders to brew the highest quality beers. MillerCoors is the
second largest beer company in America, capturing nearly 30 percent of
U.S. beer sales. Led by two of the best-selling beers in the industry,
MillerCoors has a broad portfolio of highly complementary brands across
every major industry segment. Miller Lite is the great tasting beer that
established the American light beer category in 1975, and Coors Light is
the brand that introduced consumers to refreshment as cold as the
Rockies. MGD 64 completes the company's premium light beer portfolio,
offering consumers fresh, crisp taste at just 64 calories. MillerCoors
brews full-calorie beers Coors Banquet and Miller Genuine Draft; and
economy brands Miller High Life and Keystone Light. The company also
imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers
innovative products such as Miller Chill and Sparks. MillerCoors features
craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company
and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major
breweries in the U.S., as well as the Leinenkugel's craft brewery in
Chippewa Falls, Wis., and two microbreweries, the Leinenkugel's 10th
Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors
Field in Denver. MillerCoors vision is to become the best beer company in
America by driving profitable industry growth. MillerCoors insists on
building its brands the right way through brewing quality, responsible
marketing and environmental and community impact. MillerCoors is a joint
venture of SABMiller plc and Molson Coors Brewing Company.

(1) Source of data: The Nielsen Company, Latest Four Weeks Ending
3/20/10, Total U.S. Convenience Store

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Youtube Video Available: http://www2.marketwire.com/mw/frame_mw?attachid=1216174

For more information:
Andy Bowman
MillerCoors
312-496-2968
Bowman.Andy@millercoors.com

Jenna Kereiakes
Dig Communications
312-854-8394
jkereiakes@digcommunications.com

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