MILWAUKEE – Miller Brewing Co. is pulling back on its ambitious expansion plans for year-old below-premium draft brand Colders 29, brewery sources said last week.
Although the brewery had planned on rolling the brand out into many more markets next month, one Miller distributor said those plans were scrapped because of poor repeat sales in many of the 17 states where the brand is testing right now.
A Miller spokesperson said the brand will be distributed in the 17 states, ‘where there are demands for the product. High Life is our primary just-below-premium brand.’ He also said that some TV advertising would be used to support Colders in those areas.
Miller trumpeted the launch of the brand last year, saying the brand filled a void in the the company’s just-below-premium portfolio. The brand was expected to shunt the growing success of cheaper brands, such as Anheuser-Busch’s Busch, and Coors Brewing Co.’s Keystone brands.
The brand’s pullback could be a blow to Young & Rubicam/Chicago, which was given the launch brand last year. The agency created a campaign depicting scenes from daily activities in beer drinkers’ lives under the tagline, ‘What Else Do You Need?’ Miller spent a little more than $6 million on the brand in seven months last year, according to Leading National Advertisers.
Y&R did get some payback, however, wrestling Miller’s former flagship High Life brand away from Leo Burnett Co. late last year. Miller spent $6 million on High Life last year.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity