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Coors Light overtakes Miller Lite

Published on .

After criticism of its ad campaigns and years of declines, Miller Lite last year slumped to become the country's fourth most popular beer, switching places with Coors Light, according to "Beer Marketer's Insights." According to the newsletter, Coors Light last year sold 16.7 million barrels, a 4% increase, while Lite sold 16.2 million, down 0.3%. WPP's Ogilvy & Mather, New York, handles advertising for Lite, marketed by Philip Morris Cos.' Miller Brewing Co. True North Communications' FCB Worldwide, Chicago, is the agency of record for Coors Brewing Co.'s Coors Light. A Miller spokesman did not immediately return a telephone call seeking comment. "Beer Marketer's Insights" also predicted Anheuser-Busch Cos.' Bud Light would surpass sibling Budweiser early this year as the country's leading brew.

Copyright January 2001, Crain Communications Inc.

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