Miller and Asahi to introduce Miller Special in Japan; marks Miller's largest foreign marketing investment.

MILWAUKEE--(BUSINESS WIRE)--July 25, 1995--Following the recent establishment of the strategic alliance agreement between Miller Brewing Co. and Asahi Breweries Co. Ltd. of Tokyo, Miller and Asahi will introduce Miller Special, a lager developed to satisfy the growing thirst of Japanese beer drinkers for a special-tasting, quality American beer.

The product introduction will be the first resulting from the alliance and will allow Japan's second-largest brewer to maintain its foothold in the growing Japanese imported beer market.

An extensive marketing campaign for Miller Special will be launched to coincide with the product introduction signifying Miller's largest marketing investment outside the U.S. to date. The campaign will include significant levels of televesion, trade newspaper, consumer magazine and transit advertising created by Dentsu Young & Rubican, Tokyo.

``Miller Special fills the special consumer taste desires of Japanese beer drinkers,'' said Richard Strup, Miller's senior vice president, International. ``We expect it to be among the top-selling foreign brands in Japan.''

The agreement provides for Asahi and Miller to share technial, marketing and production information and calls for renewed emphasis on the sales and marketing of Asahi brands in U.S. markets through Century Importers Inc., a Miller subsidiary.

Asahi entered into an agreement in 1994 with Century Importers to market is brands in this country. Century is a wholly owned subsidiary of Molson Breweries U.S.A., the second-largest beer importing group in the United States and owned by Miller. Asahi Super Dry is the best-selling Asahi brand in the United States.

In addition to increasing the presence of their brands in each other's domestic markets, the two companies have agreed to explore marketing and brewing opportunities in countries outside the United States and Japan.

Asahi Breweries Co. is the second largest brewer in Japan with a 25 percent market share. Asahi holds the No. 1 position in Japan's draft beer market and its Asahi Super Dry is the nation's most widely consumed draft beer. Other products include Asahi Draft Beer ``Z,'' Asahi Stout, Asahi Black Beer and seven beer brands available regionally.

The alliance with Asahi and the introduction of Miller Special further expands Miller's growing presence in the world beer market. Most recently, the company formed alliances with breweries in China and Costa Rica. In 1994, Miller formed a joint venture with Taunton Cider Plc in Great Britain and gained distribution in an additional 13 countries. Miller acquired a 20 percent partnership interest in Molson Breweries, Canada's leading brewer, in 1993.

Miller is a wholly owned subsidiary of Philip Morris Companies Inc., the world's largest consumer products company. Miller products are currently available in more than 80 countries.

CONTACT: Miller Brewing Co., Milwaukee

Susan Henderson, 414/931-4535

or

Ketchum P.R., Chicago

Gina M. Manci, 312/266-4547