Market research
Miller Brewing has been forced into an apology over the release of commemorative cans, which were released in order to celebrate 50 years of rock 'n' roll.
The cans featured music stars who had featured on the cover of Rolling Stone magazine, including Eric Clapton and Def Leppard. However, racial equality groups pointed out that no black musicians appeared on the cans, despite having a pivotal position in rock 'n' roll history.
In a statement today, the brewer said: "Miller Brewing Company sincerely apologizes to the African-American community, to music fans and to our valued consumers for this occurrence. African Americans obviously have played a formative role in the development of rock 'n roll, and despite our efforts, we did not manage this component of the promotion appropriately."
The company noted that the commemorative cans promotion are one part of a multi-pronged campaign, executed in partnership with Rolling Stone magazine, which includes several events and promotional activities that feature African-American music artists.
The company said: "By making the public fully aware of the breadth of our plan, which does include tributes to black music artists, Miller Brewing Company reaffirms its ongoing commitment to the contributions of African Americans to American culture."
Virgis Colbert, Miller's executive vice president of worldwide operations, said: "We took a hard look at the situation and realize where we fell short. You can count on Miller to step up."
Sectors: Beer & cider
