MILLER AWARDS LOW-PRICE BEER TO SQUARE ONE

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[milwaukee] Miller Brewing Co. has awarded Square One, Dallas, a TV advertising assignment for Milwaukee's Best, one of its lower-price beer brands.

New advertising will break next year. The brand has been off the air for five years, and was most recently handled by Young & Rubicam, Chicago.

DECLINING SALES

Sales for Milwaukee's Best have been steadily declining. Its 1995 shipment of 4.7 million barrels was down 6.6% from the prior year. For the third quarter of 1996, Milwaukee's Best volume dropped another 4% from the same period last year.

Square One also handles the $3 million Miller High Life brand on a project basis.

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