US beer launches 12-month points scheme?
US company Miller Brewing has launched a loyalty scheme allowing consumers to earn redeemable points when they purchase specially marked packs of beer.
The Milwaukee-based brewer is rolling out the Miller High Life Extras points-based programme.
“This is the first national loyalty programme of its kind in the beer industry, so we’re proud to break new ground and give our loyal consumers a chance to show they’re living the High Life,” said Kevin Oglesby, Miller’s High Life senior brand manager.
The programme allows consumers to earn points by purchasing specially marked 12-packs or 30-packs of Miller High Life and Miller High Life Light. Each bottle or can is worth 10 points, and can be redeemed at MillerHighLife.com. By uploading point codes on the website, consumers can receive merchandise ranging from High Life screen savers (worth 60 points) to branded fire pits used for campfires (worth 31,000 points).
Other merchandise includes Miller High Life deliveryman shirts, boxer shorts, hooded sweatshirts and baseball caps.
Points for the programme can be collected and redeemed up to February 28, 2009.