Miller Beer

Abstract

Miller Brewing Company (USA) is the second biggest world beer producer. In autumn 1991 it signed an agreement with the Italian food broker, “Eurofood”, to distribute Miller High Life, leader in the American market of low‐alcoholic beer. The Italian beer market has reached the maturity phase: in 1991 the sales decreased by 1.4 per cent. Imports seem not to respect the rule. The Italian beer market is significantly different from the other European countries as far as the alimentary styles are concerned and the competition between producers. The marketing junior assistant has to define a marketing plan that should let Eurofood reach four million bottles of sales in the mescita channel (restaurants, pubs, etc.) by maintaining the main features of the product and the 10 per cent of gross profit.

Citation

Pratesi, C.A. (1994), "Miller Beer", Management Decision, Vol. 32 No. 3, pp. 25-28. https://doi.org/10.1108/00251749410057357