Miller Brewing Co., Milwaukee, and Asahi Breweries Co., Tokyo, in September will launch Miller Special in Japan, backed by Miller's largest marketing investment outside the U.S. to date. Miller Special is the first product born of an alliance Miller and Asahi signed last year. It will receive TV, print and transit advertising support from Dentsu Young & Rubicam, Tokyo. Asahi is the second largest brewer in Japan, with a 25% share of the market.
Copyright July 1995 Crain Communications Inc.