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SBD/28/Sponsorships Advertising Marketing
MILLER TO LAUNCH NEW FLAGSHIP BREW, CHANGES NASCAR PRESENCE
Published November 28, 1995
Miller Brewing Co. is planning to launch a new flagship brand called "Miller" in the premium beer category to "compete head-to-head" with the Budweiser brand, according to the MILWAUKEE JOURNAL SENTINEL. James Causey notes that along with the strategy to compete with Budweiser's family brand strategy, Miller has begun to use the Miller name in place of the Genuine Draft brand on its auto racing sponsorships and events. In addition, cars driven by Rusty Wallace, Bobby Rahal and Larry Dixon will gain Miller's Lite brand as a sponsor (MILWAUKEE JOURNAL SENTINEL, 11/28).