OKLAHOMA CITY - Jim Shoulders, who built his name as a rodeo cowboy and achieved added fame as a beer pitchman, died Wednesday. He was 79. Shoulders, who lived in Henryetta, had a longtime heart ailment, son Marvin Paul Shoulders said. Jim Shoulders won 16 world championships, the most of any rodeo cowboy, and was a charter member of the Pro Rodeo Hall of Fame. Years after riding his final bull, Shoulders starred with former Yankees manager Billy Martin in popular ads for Miller Lite.