Announced last November, the co-venture between American beer behemoth Miller Brewing and London-headquartered wine and spirits multinational Allied Domecq will introduce its first two US brands in May.
Eschewing any suggestion of beeriness, the carbonated malt beverages will be respectively flavored with Stolichnaya vodka and Sauza tequila. Hot on their heels, several other similar ready-to-drink brands are scheduled for a summer launch.
All launches will be handled by a cooperative of three shops: BBDO Worldwide (advertising), Cordiant-owned 141 Worldwide (direct and marketing services) and New York-based dRush, a youth culture advertising and marketing agency jointly operated by hip hop media mogul Russell Simmons and Donny Deutsch, chairman/ceo of Interpublic-owned ad agency Deutsch.
News source: AdAge Global