US: Miller targets "Latinisation" with new beer
Miller Brewing is rolling out a new beer across the US in an attempt to capitalise on the "Latinisation" of the country's culture.
Following test marketing in five markets over the spring, the SABMiller unit announced yesterday (12 June) that Miller Chill will be available throughout the country from this month. The beer, which had been tested in Arizona, Florida, New Mexico, San Diego and Texas in early March, is an American take on the Mexican 'chelada' and contains a hint of lime and a pinch of salt.
"Once consumers get their first taste of Miller Chill, they will definitely be coming back for more of this unique, crisp beverage," said Miller's chief marketing officer, Randy Ransom. "Miller Chill is a light beer unlike any other, offering American beer drinkers a distinctive twist on refreshment.
"In its first two months of testing, more than half of the consumers who tried Miller Chill purchased the product again," Ransom added. "The high sales and positive feedback that the brand has already received further supports the transculturalism trend.
"In just five test markets, Miller Chill has already grown as big as Michelob Ultra Amber is nationally."
The beer will be available in six- and 12-packs of 12oz. bottles.
The Mexican word chelada is loosely translated as 'cold one'.
Rising raw material costs have been a feature of numerous companies' results over the past few months. As Jessica Harvey writes, some companies have been able to bolster themselves against this trend ...
Pacific Beverages, the joint venture between SABMiller and Coca-Cola Amatil, has acquired a brewer in Australia....
Coca-Cola Amatil has upped its profit forecast for the second half of this year....
Scottish & Newcastle has confirmed its plans for its first brewery in Vietnam....
Scottish & Newcastle has declined to comment on speculation suggesting it will sell its Kronenbourg lager brand....
SABMiller has given further details about its intended investment in India going forward....
The likelihood of a union between InBev and Anheuser-Busch has become a stronger possibility, following SABMiller's acquisition of Grolsch, according to a drinks analyst....
SABMiller and Molson Coors have been hit with an anti-trust request for its joint venture in the US....
- Comment - Diageo Spins the Guinness Wheel... Again
- Diageo's Labels Give Industry Something to Digest
- Comment - 'Craft' and the Danger of 'Romance Copy'
- Is A-B InBev/SABMiller 'Mega-Merger' Off?
- Pernod takes positives from China Cognac bounce
- Craft is an 'abused' term - Pernod Ricard exec
- Diageo lines up UK innovations push
- SPI Group 'disappointed' over Stolichnaya ruling
- Edrington names European Travel Retail head
- Kraft Foods agrees Heinz merger
- Global rum insights - market forecasts, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Champagne: Less Than Bubbly
- Beer Market Insights Africa 2014
- ALDI 2015: Radically transforming Anglo Saxon grocery markets