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Friday, May 23, 2008

Mickey's Strikes Up Partnership With MMA Star BJ Penn

Courtesy of Mickey's Fine Malt Liquor:

'Fine Malt Liquor' and 'The Prodigy' form powerful alliance

MILWAUKEE, May 23 -- Two greatly respected Mixed Martial Arts (MMA) powers are combining forces to bring added excitement to the popular sport. The partnership between BJ "The Prodigy" Penn -- his league's current lightweight title holder -- and Mickey's Fine Malt Liquor promises action inside and outside the octagon.

"BJ Penn is a favorite among MMA fans, and Mickey's is BJ's beer of choice, so a partnership makes a lot of sense for both of us," said Patrick Minogue, Mickey's marketing manager. "From the website to packaging to personal appearances, we plan to bring this alliance to life and give Mickey's drinkers more access to this top MMA fighter."

Penn, born in Hawaii, is a Brazilian Jiu-Jitsu practitioner, and became just the second man in his league to earn titles in two different weight classes. The co-author of "Mixed Martial Arts: The Book of Knowledge," Penn is slated to defend his lightweight title May 24 against Sean Sherk.

Mickey's, which also recently announced a partnership with MMA star Tito Ortiz, will provide updates on Penn promotions, events and packaging at Mickeys.com in the near future. More information about Penn is available at BJPenn.com.

About Mickey's Fine Malt Liquor:

Mickey's Fine Malt Liquor earned a gold award in the American-Style Specialty Lager category at the 2000 World Beer Cup. Mickey's Ice earned a bronze award in the American-Style Specialty Lager category at the 2008 World Beer Cup. Available nationwide, Mickey's is known for its unique, keg-shaped 12-ounce, wide-mouth bottles. Mickey's Brewing Company is a subsidiary of Miller Brewing Company.