As The Suds Churn: The Soap Opera At MillerJulia Flynn Siler
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.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.