“Brew” Blog, published by Miller Brewing, has a complete rundown on what’s going on with Miller Chill, a topic that draws an astonishing number comments around here.
There are excerpts from a conversation with CMO Randy Ransom. For instance, who is buying the beer?
“I would say a good 30 to 40% of the incremental volume is coming from outside the beer category. Within the beer category, we’re getting most of the volume coming from A-B brands, and we’re seeing that Miller Lite is not being affected to any great degree. It’s actually being affected less than we expected in those markets.”
The blog also quote’s from Miller’s monthly e-zine about the development of Miller Chill.