DATA SHOWS WALLACE FANS LOYAL TO BEVERAGE PARTNER MILLER

          New research data from Harris Interactive shows that
     Miller Brewing is benefiting from its longtime association
     with driver Rusty Wallace.  Harris' "Sponsorship Lift"
     gauges the impact a team/driver sponsorship has on a fans'
     propensity to use that product.  In March '01, Harris
     examined the "sponsorship lift" Miller Lite and Ford
     received from partnering with Wallace.  A base of 7,800
     respondents made up the study (Harris Interactive). 

     PRODUCT               GENERAL POP.       RUSTY WALLACE FANS 
     Miller Lite               14%                    22%

          While 14% of beer drinkers 21+ are likely to drink
     Miller Lite, 22% of Rusty Wallace fans 21+ who drink beer
     are likely to drink Miller Lite.  Wallace fans are 57% more
     likely than the beer-consuming pop. to drink Miller Lite.

     MILLER LITE USAGE     GENERAL POP.       RUSTY WALLACE FANS
 31+ Cans/Bottles Per Month    13%                    34% 

          While 13% of Miller Lite drinkers 21+ are likely to
     drink 31 cans/bottles of Miller Lite per month, 34% of
     Miller Lite-drinking Rusty Wallace fans are likely to drink
     31 cans/bottles of Miller Lite per month.  Wallace fans are
     161% more likely than the general population to drink more
     than 31 cans/bottles of Miller Lite per month.  
     
     FORD                  GENERAL POP.       RUSTY WALLACE FANS
                               23%                    25%

          The data shows that among consumers who purchased an
     automobile from December '98-December '99, Wallace fans were
     slightly more likely to have bought a Ford. 

This story appeared in The Sports Business Daily's Special Motorsports Marketing issue published on May 25, 2001.