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MILLER BREWING COMPANY UNVEILS MILLER CLEAR

 MILWAUKEE, March 1 /PRNewswire/ -- Miller Brewing Company will introduce Miller Clear, the industry's first clear beer, in several markets later this month, a Miller official said. The announcement was made today during the company's national sales meeting in Orlando, Fla.
 "We're pleased to offer a breakthrough beer with a new look and big- beer taste," said Richard F. Strup, senior vice president-marketing for Miller. "Miller Clear meets a growing consumer preference for beers that offer full flavor without heaviness," he said.
 Miller Clear uses a proprietary brewing process developed by Miller's master brewers, according to Arthur J. Rehberger, vice president-brewing and research.
 Rehberger said Miller Clear uses only the purest and finest ingredients, including malted barley, pure water and Cascade hops. The beer is then 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, a rich, foamy head and remarkable drinkability," he said.
 Miller is in the process of applying for U.S. patents covering the beer and the process by which it is made. Miller Clear has the same alcohol content as regular beer. It contains 122 calories per 12-ounce serving and has fewer carbohydrates than other full-calorie beers. This enables the beer to retain full flavor without heaviness.
 Advertising for the brand will be handled by Cliff Freeman & Partners, New York. The advertising campaign, as well as the introductory markets, will be announced later this month.
 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- 3/1/93
 /CONTACT: Eric Kraus of Miller Brewing Company, 414-931-4307/
 (MO)


CO: Miller Brewing Company ST: Wisconsin IN: FOD SU: PDT

WB -- NY073 -- 1466 03/01/93 13:37 EST
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Publication:PR Newswire
Date:Mar 1, 1993
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