US: Miller maintains share despite price cuts
Miller Brewing has kept its share of the US beer market over the Fourth of July selling season. The SABMiller-owned unit said yesterday (20 July) that it maintained its market share despite increasing prices by 1.2% compared to last year.
In a statement, Miller Brewing's chief marketing officer, Tom Long, attacked the ongoing price war in the US. "Price discounting is not an effective growth lever for the industry," he said, "unless you want to rent volume in the economy segment."
Miller said that Anheuser-Busch lost 0.5 share points during the Fourth of July period, in spite of cutting its prices by 0.5%. Although AB declined to comment on its performance over the holiday, it is due to release its Q2 results next Wednesday (27 July).
Beer volume overall in the US grew by 1.8% during the two weeks to 9 July, Miller said, with most gains coming from imports and smaller breweries.
In the light beer segment, which has gained in importance as health-conscious consumers veer away from full calorie beers, Miller Lite gained 0.6 share points while Bud Light lost 0.1 points, Miller added.
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