MillerCoors is targeting NASCAR with Miss Coors Light

MillerCoors is targeting NASCAR with Miss Coors Light

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MillerCoors has created the role of Miss Coors Light in the US to tap into the brand's status as the official beer of NASCAR.

The US joint-venture between SABMiller and Molson Coors said yesterday (9 September) that Rachel Rupert has been selected as the inaugural Miss Coors Light. Rupert will represent Coors Light at track and in race markets for this year's 'Chase for the NASCAR Sprint Cup' races and then return for the full 2011 NASCAR season.

She will also present the Coors Light Pole Award each week to the top NASCAR Sprint Cup Series and NASCAR Nationwide Series qualifiers and, beginning in 2011, will appear on Coors Light’s NASCAR-themed point-of-sale materials.

Rupert, pictured right, was chosen from more than 100 applicants based on “a variety of factors”, the firm said, including her passion for the sport.

She described herself as being “beyond excited” to be the first Miss Coors Light.

“I grew up going to races and watching NASCAR with my dad, so it truly is a lifelong dream come true to be a part of NASCAR and be the new face for Coors Light.”