Anheuser-Busch Ices Miller With New Bud Draft Launch

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A-B announced it is rolling out the ice brew in Western markets beginning Oct. 4 and nationally thereafter as production capacity allows. It's positioned to go head-to-head against Miller Genuine Draft, and it's trying to be aligned with the Budweiser name without too much cannibalization of its flagship Budweiser brand. As a result, the official name of the brew is Cold-Filtered Ice Draft from Budweiser.

As expected (ADWEEK, June 7) DDB Needham Chicago has the assignment, which could be worth close to $50 million when rolled out nationally.

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