Rallying his troops
Miller Brewing Co is seeking a stronger relationship with its independent distributors or face increased market dominance by industry leader Anheuser-Busch Cos. This is the message the President and Chief Executive Officer Norman Adami sent out to his 470 wholesale distributors. Incidentally, more than half of Miller’s wholesalers also carry products from Adolph Coors Co. As a result, there’s often tension between wholesalers and Miller. Obviously, Miller would like its wholesalers to devote more resources to selling such brands as Miller Lite, Miller Genuine Draft and Miller High Life than to Coors’ brands. The key is for wholesalers to use Miller’s newly created local marketing plans and to invest the proper amount of time and money in marketing those brands.....
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6 print issues