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MILLER SHARP'S INVITES CONSUMERS TO 'TASTE AND BELIEVE' IN SUMMER-LONG NATIONAL SAMPLING PROGRAM

 MILWAUKEE, April 14 /PRNewswire/ -- It's called the Great Taste Invitational, and it will be the largest sampling event in the beer industry when Miller Sharp's, the non-alcohol brew from Miller Brewing Company, asks beer drinkers to `Taste and Believe.'
 The summer-long promotion begins next week in West Palm Beach, Fla., and then moves to Ft. Myers, Fla., and Sacramento, Calif., before the end of April. From there, the GTI will move to markets throughout the country.
 Four-ounce samples of Sharp's will be provided free from sampling booths and specially-designed Sharp's trucks shaped like large six-packs that dispense the brew.
 "We expect to sample more than three million adults with the Great Taste Invitational," said Ann Janikowsky, Sharp's brand manager. "The best way to demonstrate to beer drinkers that Sharp's delivers great beer taste is to have them try it. As our theme says: `Taste and Believe.'"
 In addition to samples, consumers of legal drinking age who accept the Invitation to taste Miller Sharp's will receive coupons and Sharp's Great Taste Invitational game cards. The scratch-off game cards offer consumers a chance to win prizes such as city entertainment guides or Sharp's T-shirts. They also may enter the Sharp's Great Taste Invitational sweepstakes to win a 1994 Chevrolet Corvette.
 Sharp's GTI teams will set up booths and take the sampling vehicles to fairs and festivals, retail outlets and high-traffic areas such as beaches, ball parks and business centers in various markets.
 The promotion, developed and implemented by Block & Nardizzi, Stamford, Conn., will be supported in each market by television and radio advertising created by Laughlin/Constable, Milwaukee.
 Sharp's is produced using Miller Company's patented Ever-Cool(R) process, which allows Sharp's to be brewed at lower temperatures, minimizing the production of alcohol while allowing the great taste of beer to develop.
 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- 4/14/93
 /CONTACT: Ron Richards of Miller Brewing Co., 414-931-4309, or Kristin Wagenman of Block & Nardizzi, 203-969-1311, for Miller Brewing Co./
 (MO)


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

TM -- NY006 -- 5540 04/14/93 09:00 EDT
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Publication:PR Newswire
Date:Apr 14, 1993
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