E-Malt.com News article: USA: Miller Brewing Company’s subsidiary Mickey

Mickey's Brewing Company announced August 24 an alliance with the Ultimate Fighting Championship (UFC) to become the official beer sponsor of the UFC, PRNewswire released August 24.

"This deal with the Ultimate Fighting Championship gives our brand a strong association with a sport that appeals directly to our core consumers," said Dan Hennessy, brand manager for Mickey's. "Mixed martial arts is one of the fastest growing sports in the country, and we're thrilled to gain this high-impact exposure for Mickey's."

The world's leading professional mixed martial arts organization, The Ultimate Fighting Championship offers a competitive, intense series of sporting events broadcast around the world.

"We are pleased to have Mickey's as the official beer of the Ultimate Fighting Championship," said Dana White, UFC President. "We look forward to working with Mickey's and increasing exposure for its brand through the UFC, including our live events and our highly popular web site ufc.com."

Mickey's Brewing Company, a subsidiary of the Miller Brewing Company, brews Mickey's Fine Malt Liquor. In addition, Mickey's Brewing Company brews Mickey's Stinger, a caffeinated malt beverage available in California, Nevada and Arizona.

As one of America's oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew 'confoundedly good beers' with 'uncompromising quality.' Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18% of the U.S. beer market.

Miller's flagship brand, Miller Lite, is the great tasting, less filling beer that defined the American light beer category in 1975. The company also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process Miller introduced in 1985. Miller's oldest brew is Miller High Life, the champagne of beers.

Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster's, and brews regional craft beers Leinenkugel's and Henry Weinhard's. Near- premium beers include Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller is a wholly owned subsidiary of SABMiller plc, the world's second largest brewer. For more information, visit


25 August, 2006