In an effort to re-energize its flagging alcohol brands, Miller Brewing Co. is mounting its most aggressive advertising push in years. The Philip Morris Cos. unit will launch more than 35 English and Spanish commercials for Miller Lite, Miller Genuine Draft, Miller High Life and Miller High Life Light this spring and summer. The Lite spots are slated to break during the NCAA basketball tournament beginning this month.
In related news, Brown-Forman Corp. plans to introduce a Jack Daniel’s flavored malt beverage this summer in a partnership with Miller Brewing Co., adding more competition to the “malternatives” sector. This follows Miller’s teaming up with Allied Domecq Plc for Stolichnaya Citrona and Sauza Diablo, and Skyy Spirits for SKYY Blue flavored malt-based drinks.
Moderator Comment: Is Miller Brewing turning its business
around?
With its recent moves into malt beverages (Allied Domecq
and Brown-Forman), merger rumors and stepped-up branding efforts, Miller Brewing
is exploring all opportunities to reverse its fortunes. [George
Anderson – Moderator]
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