MillerCoors lights up Miller Valley and gives back

MillerCoors LLC will kick off the holiday season with its annual “Holiday Lites Show,” a spectacle of more than 250,000 LED lights synchronized to the music of the Trans-Siberian Orchestra. The company is also giving back to the less fortunate in the area this year with a donation of $26,000 to Feeding America Eastern Wisconsin, for the funding of a truck that will be used to distribute fresh food to those in need.
“Our roots go back more than 150 years in Milwaukee and our commitment to this area will not change. We hope to bring a little holiday cheer into the lives of our neighbors who are in need with our donation to Feeding America Eastern Wisconsin,” said Mike Jones, MillerCoors vice president of corporate affairs.
“We are grateful for all of the support we have received from MillerCoors throughout the years,” said Bonnie Bellehumeur, president of Feeding America Eastern Wisconsin. “This donation will help purchase a Fresh Rescue truck to gather and distribute nutritious, perishable items such as meat and produce, to the 235,000 people we serve.”
The Holiday Lites Show is one of the largest displays of its kind in the Midwest. It features more than a quarter of a million energy-efficient LED lights that would stretch 21 miles if laid out end to end.
Lighting up the Miller Valley is a tradition that dates back to the 1950s and was revitalized as part of Miller Brewing Company’s 150th anniversary celebration. This year marks the sixth year since the lights spectacle was reinstated.
“Continuing the Holiday Lites tradition is our way of sharing our appreciation for the Milwaukee community,” said Jones. “With an interactive and extended show this year, we hope to delight all those who visit our Milwaukee Brewery Tour this holiday season.”
This year, MillerCoors is extending the Holiday Lites shows to run three days, each Thursday, Friday and Saturday from 5-8 p.m., beginning Thursday, Dec. 3 and running through Saturday, Dec. 19. Shows run every 20 minutes and are included as part of the free Milwaukee Brewery Tours that begin at the Visitor’s Center at 42nd and State streets. More info on the Tours can be found by visiting www.millercoors.com or by calling (414) 931-BEER (2337) locally or 800-944-LITE.