Guerilla tactics paying off for Miller in beer wars

03/21/2005 | Bloomberg Businessweek

Anheuser-Busch marketing chief Michael J. Owens says, "Right now, Miller is not making the beer business fun." He apparently is referring to the spate of cheeky, competitive ads run by Miller Brewing Co. on behalf of Miller Lite that take potshots at rival Bud Light. But Miller's tactics appear to be paying off: In 2004, Miller Lite sales climbed 10.5%, although Anheuser-Busch still boasts a 49.4% overall share of the domestic beer market.

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