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Genuine Draft Light expands to Midwest.

Miller Brewing Co. announced plans to expand distribution of Miller Genuine Draft Light into Indiana, Wisconsin and Minnesota.

"The combined success of Miller Genuine Draft, which has skyrocketed ever since its introduction, and Genuine Draft Light's performance in the West, has prompted us to move Genuine Draft Light into these states," explained Richard Strup, vice president-brand management, Miller. "We're responding to consumers, our distributors and retailers, who have been asking for this brand."

Genuine Draft Light was introduced in June 1989 in several test markets. In April, 1990, it was expanded into 10 western states, and into Maryland in July.

Advertising support for the brand, which includes television, radio and outdoor spots, keys on the tagline: "Big draft taste comes to light." Advertising for the brand is handled by Backer, Spielvogel, Bates, Inc.
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Title Annotation:Miller Brewing Co. brand
Publication:Modern Brewery Age
Date:Mar 25, 1991
Words:133
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