Strike Ten Entertainment rolls out partnership with MillerCoors


    Industry News


    Strike Ten Entertainment (STE), the bowling industry's marketing arm and sponsorship division, has announced that it has struck a two-year agreement with MillerCoors to become the "Official Beer Partner of Bowling."

    Chicago-based MillerCoors is the brewer of some of America's most popular beers, including Coors Light, Miller Lite, Miller High Life, Coors Banquet, Blue Moon Belgian White and Leinenkugel's Summer Shandy.

    "This partnership is unique because rather than leading with a single brand, we'll be promoting MillerCoors broad portfolio of high-quality beers and hard ciders," said John Harbuck, president of Strike Ten Entertainment.

    "We also benefit through MillerCoors training tools and category insights, which will help us grow the beverage category for our 3,500 bowling center members across the country."

    To further support efforts to build its beer business, Strike Ten Entertainment has hired an in-house Trade Brewer who will work directly with centers to provide training and educational tools.

    "MillerCoors and our brands have enjoyed a long history with the bowling community, and we're proud to build on that relationship with this unique partnership," said John Beck, vice president of on-premise national accounts for MillerCoors.


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