Sponsorships Advertising Marketing

MILLER TO LAUNCH NEW FLAGSHIP BREW, CHANGES NASCAR PRESENCE

11.28.1995

     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).

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