Miller Brewing
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The US Brewing Industry has experienced give consecutive years of growth, but experts predict a pause in this growth trend due mainly to the US economic slowdown and the aftermath of the September 11 attacks (Annual 1). Beer is a mature product category, however growth continues due to the increasing number of people turning 21 years of age. Consumer interest continues to grow over a wide range of beer, ale, and other malt beverage products. A variety of beer, ale and malt products are now produced in the US, creating the emergence of solid niche markets for industry members large and small. A sharp increase in the number of US brewers over the past decade is due to consumer demand, with 1,800 domestic brewers now producing – an increase of seven times the number of domestic brewers in 1990 (Annual 1). Microbrewers and brewpubs help account for this sharp increase in US brewers. International sales played a significant role in industry growth and profitability for 2000 and 2001, with the import sector experiencing its tenth consecutive year of growth (Annual 1). Via licensing agreements, foreign investment and direct export, US brewers continue to develop these markets. According to Beer Institute’s 2000-2001 Annual Report, if US brewers can avoid significant new tax or regulatory measures, domestic sales will see steady growth and the long-term prospects for global industry growth are very strong (Annual 1).
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s, noted; “We’re focused on making sure our brands are getting the attention and execution in the marketplace that they deserve” (Miller wants 1). This strategy is designed to make it more difficult for small specialty brewers to sell their products through Miller wholesalers who already have less efficient and more costly production capabilities than Miller. Reducing production costs is a key strategy to increasing profits and remaining competitive at Miller.
Information systems and technology are also being used to help spur growth and promote Miller brands. In July 2002, Miller Brewing launched its Miller Time Network, which provides adult beer drinkers with the tools they need to plan great Miller times. In May of 2002, the company joined Harley-Davidson Motor Company in celebration of the motorcycle manufacturer’s 100th anniversary. Miller also uses technology to help maintain its environmentally-friendly stance in the minds of government regulators and consumers. Miller was the first domestic brewer to recycle aluminum. In 2000 alone, Miller Brewing recycled over 20,000 tons of paper, cardboard, glass, aluminum and even the hard hats worn by employees (Environment 1). By reducing the weight of its bottles, the comp
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Approximate Word count = 2270
Approximate Pages = 9 (250 words per page)
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