Miller Brewing Co., Milwaukee, is taking Miller Lite on the road with “Texperience,” a mobile tour traveling across Texas to raise money for college scholarships and raise awareness for the brand’s support of Lone Star sports and music.
The tour features two trucks that form a 7,225-square-foot “pavilion” boasting interactive games, a music stage, a boxing ring, and a mini-brewery tour. It will visit events such as the Houston Livestock Show and Rodeo Fiesta and the Texas State Fair.
Miller Lite will donate $1 for every visitor (up to $100,000) to state college scholarship programs. GMR Marketing, New Berlin, WI, handles.
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