Miller Brewing Co. said it is launching a fermented malt beverage, Henry's Hard Lemonade, Sept. 1 in Oregon, Washington, Idaho, Montana and Alaska. The brand is part of Miller's Henry Weinhard's portfolio and is Miller's first new product launch since the spring of 1999 when Icehouse Light was introduced in the South. Radio and point-of-purchase materials will support. Publicis & Hal Riney, San Francisco, is handling. Spending was not disclosed. Miller is the latest alcoholic beverage marketer to enter the soaring lemon category, following Hooper's Hooch, Anheuser-Busch Cos.' Doc Otis Hard Lemon Malt Beverage and other lemon brews filling grocers' refrigerators. A Miller spokesman said there are no plans to roll out Henry's Hard Lemonade nationally. Miller said Henry's Hard Lemonade contains 5% alcohol, natural lemon juice and other natural flavorings added to a fermented malt base. It will be brewed in Tumwater, Wash., and retail for $5.49 to $6.49 per six-pack.
Copyright August 2000, Crain Communications Inc.