As The Suds Churn: The Soap Opera At Miller

The recent history of Miller Brewing Co. can be distilled down to one word: Lite. The savvy marketing of Lite created a brand new niche and propelled Miller from a fifth-ranked regional brewer in 1973 to the No. 2 U. S. brewer today. The brand accounts for 46% of Miller's volume and more than half its $3.5 billion in sales. But Lite has gone flat, while more recent entrants into the low-calorie market are gaining ground (chart). Now, Miller needs to repeat its marketing miracle to prevent further erosion of the brand's share.

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