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Miller sells new brand in Belgium.

Miller sells new brand in Belgium

The Miller Brewing Co. recently signed a marketing agreement with the Alken-Maes Brewery in Waarloos, Belgium, which will give Alken-Maes the rights to brew a beer formulated for the Belgian palate, said Elizabeth Conlisk, spokeswoman, Miller Brewing Co.

Miller Special Premium, a European-style beer developed by Miller and the brewmasters at Alken-Maes, will be marketed through point-of-sale and promotional items in Belgian taverns, Conlisk added.

Conlisk also noted that this is the first time Miller has created a product specifically for a single foreign market. Pointing out that Miller usually does not give advance indication of future sales moves, Conlisk said she did know if Miller would eventually market the Belgian brew in the United States.
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Title Annotation:Miller Brewing Co.
Publication:Modern Brewery Age
Date:Sep 18, 1989
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