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).
The Miller Brewing Company was founded in 1855, purchased by Philip Morris in the 1970s, and it was recently acquired by South African Breweries. Miller is known for its Miller High Life brand and was the first US brewer to introduce a “lite” version of its beer in 1973. Internationally, Miller promotes its Miller Genuine Draft brand. Miller Brewing is the sixth largest brewer in the world and, in the US; it remains the second largest brewer in terms of market share:
For the past two years Miller has watch...