Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

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.

Most Popular
In this article: