Miller Brewing Company: Miller High Life Man campaign

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft.

Miller Brewing Company: Miller High Life Man campaign

Robert Schnakenberg

OVERVIEW

NOTE: Also see essay for SABMiller.

The Miller Brewing Company, a subsidiary of cigarette maker Philip Morris, was the second largest beer maker in the United States behind Anheuser-Busch. The Milwaukee-based company brewed about 44 million barrels of beer a year and controlled approximately 20 percent of U.S. sales. Popular Miller Brewing brands included Miller Genuine Draft, Miller High Life, and Icehouse, as well as Red Dog, Meister Brau, Milwaukee's Best, and the nonalcoholic brew Sharp's. Miller Brewing owned eight breweries in seven states, including California, Texas, and its...

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