This is another great PR move by Miller. After re-continuing their great support of troops, Miller has stepped in for the average man – Christian Lopez. While this doesn’t address the greater issuer, that being how out of control the IRS is, it does allow him to not be under a financial burden for doing the right thing.
It's not clear whether Christian Lopez, the fan that caught Derek Jeter's 3000th hit, will have to pay any taxes for the roughly $60,000 in tickets and the signed balls and jerseys they gave to him in return.
But even if he does have to cut a check to the IRS, at least a company has stepped up and said they'd pay it for him.
Miller High Life, which recently had a campaign to make its beer the official beer of fans, has offered to cover the bill—which could be more than $10,000—for Lopez, who said he has about $100,000 in student loan debt as well.
"Miller High Life believes you should be rewarded for doing the right thing, not penalized," said Miller High Life brand manager Brendan Noonan. "We want to recognize Christian Lopez, and in turn everyone like him, for doing the common sense thing and help him continue to live the High Life."
The brand, which does roughly $500 million in annual sales in the US according to Beverage Spectrum, has also offered to throw a party for Lopez with free beer for him and his "legal-drinking-age friends."
Anheuser-Busch, the main competition for MillerCoors, the parent company of Miller High Life, has the official deal with Major League Baseball and the Yankees. MillerCoors is second to A-B in sales and its portfolio of brands are responsible for roughly 30 percent of US beer sales.