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CONSUMERS IN THREE MARKETS TO GET FIRST TASTE OF MILLER CLEAR

 MILWAUKEE, March 30 /PRNewswire/ -- Beer drinkers in Austin, Texas; Minneapolis; and Richmond, Va., will be the first to sample Miller Clear, as officials at Miller Brewing Company today designated these cities for the introduction of the industry's first clear beer.
 "Miller Clear is a breakthrough product with big-beer taste and remarkable drinkability," said Jerry Schmutte, Miller's director of new products. "The brand meets the growing consumer preference for beers offering full flavor without heaviness."
 Schmutte said this new beer demonstrates Miller's commitment to innovation and quality, and the company's desire to expand the menu of choices for contemporary adult beer drinkers.
 Miller Clear uses a proprietary brewing process developed by Miller's master brewers, according to Jerry Cebe, master brewer at Miller. The company has applied for U.S. patents covering the beer and the process by which it is made.
 According to Cebe, Miller Clear uses only the purest and finest ingredients, including malted barley, pure water and Cascade hops. The beer is traditionally brewed, fermented and aged before going through a special ultrafiltration process that delivers a distinctive taste and makes the beer clear.
 "The clearness of the product highlights its greatest attributes: full beer taste and a rich, foamy head," he said.
 Miller Clear has the same alcohol content as regular beer, 4.6 percent by volume. It contains 122 calories per 12-ounce serving and has approximately half as many carbohydrates as other full-calorie beers. This enables the beer to retain full flavor without heaviness.
 In the three markets, Miller Clear will be available in April on premise in kegs and in long-neck, clear bottles. In May, consumers also can purchase the brand in distinctive 12-ounce blue cans.
 Advertising for the brand will be handled by Cliff Freeman & Partners, New York. The advertising uses the tagline "Great Beer- Drinking Beer," and the campaign will have television, radio and outdoor executions, which will break later in April.
 Miller Clear is the latest in a long line of innovative, consumer- focused brands that have helped shape the industry and provide new choices for discriminating adult beer drinkers. With Miller Lite, Miller fueled the growth of the low-calorie category and continues to dominate it today. With Miller Genuine Draft, Miller pioneered the concept of packaged draft beer in the United States.
 Today, Miller Genuine Draft and its low-calorie partner, Genuine Draft Light, are recognized among the most successful new-product introductions in the industry, based on consumer acceptance and sales growth.
 Miller is a wholly owned subsidiary of Philip Morris Companies Inc. (NYSE: MO). Principal beer brands include Miller Lite, Miller Genuine Draft, Miller Genuine Draft Light, Miller High Life, Miller Reserve, Lowenbrau, Magnum, Meister Brau and Milwaukee's Best. Miller also produces Sharp's, a non-alcohol brew.
 -0- 3/30/93
 /CONTACT: Eric Kraus of Miller, 414-931-4307/
 (MO)


CO: Miller Brewing Company; Philip Morris Companies Inc. ST: Minnesota, Virginia IN: FOD SU: PDT

CK -- NY046 -- 0992 03/30/93 11:19 EST
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Date:Mar 30, 1993
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