Miller targets “Latinisation” with new beer

By: trademagazin Date: 2007. 06. 14. 00:00

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 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. 

Related news