Miller testing low-cal Icehouse

Published on .

Miller Brewing Co., Milwaukee, is in the early stages of testing a low-calorie, low-alcohol companion to its Icehouse brand for a first quarter 1999 launch in Florida, according to a wholesaler. Potential names include Icehouse Light and Beachouse Light. Icehouse advertising, from Y&R Advertising, New York, likely would be repositioned to include the new brew. Introduced in the early '90s, Miller's Icehouse is the 19th-biggest beer brand in the U.S. and is particularly strong in the Southeast.

Copyright November 1998, Crain Communications Inc.

In this article:
Most Popular