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Miller Launches Icehouse Nationally

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MILWAUKEE - Not to be outdone by Anheuser-Busch, Miller Brewing Co. announced last week it is taking its newest ice beer - Icehouse - national. The brand, launched this fall in just a few markets, will be completely rolled out by January, according to company officials. Miller is looking to get a jump on A -B, which is expected to have its Ice Draft from Budweiser in every state by the second quarter of 1994. Young & Rubicam/Chicago handles advertising for the Icehouse brand. Meanwhile, sources say Miller is still working on an ice brew under the Miller label that may be launched this spring. Leo Burnett is handling that project.
Copyright Adweek L.P. (1993)