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Miller to expand sales of low-cal Genuine Draft.

Miller to expand sales of low-cal Genuine Draft

Miller Brewing Co. said response to its Genuine Draft Light in consumer tests have persuaded the company to expand sales plans for the low-calorie beer in 10 states.

The beer, which capitalizes on the success of the fast-growing Genuine Draft, was introduced in several test markets, including the Madison and Janesville areas in Wisconsin, last July.

Milwaukee-based Miller said the beer, which is brewed in Milwaukee and Irwindale, CA, will now be sold statewide in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Nevada, Oregon, Utah and Washington.

It also will continue to be offered in selected markets in Wisconsin, Texas, Kentucky, Tennessee and Ohio, the brewer said.

Genuine Draft Light's introduction pitted it against another new product also being tested by Miller, Lite Genuine Draft, an extension of the popular Miller Lite, the second best-selling beer in the United States.

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Publication:Modern Brewery Age
Date:Apr 23, 1990
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