MILWAUKEE - Walking on thin ice is an idea beer marketers take to heart the" /> Brewers Warming Up Cautiously to New Ice; A-B Is Set to Launch Its 'Genuine Draft Killer' While Miller Dabbles and Coors Waits <b>By Jim Kir</b><br clear="none"/><br clear="none"/>MILWAUKEE - Walking on thin ice is an idea beer marketers take to heart the
MILWAUKEE - Walking on thin ice is an idea beer marketers take to heart the" />
MILWAUKEE - Walking on thin ice is an idea beer marketers take to heart the" />

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Brewers Warming Up Cautiously to New Ice; A-B Is Set to Launch Its 'Genuine Draft Killer' While Miller Dabbles and Coors Waits By Jim Kir

MILWAUKEE - Walking on thin ice is an idea beer marketers take to heart the

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Miller announced last week it is entering the ice beer arena on a very limited basis with its Icehouse brand, a week before Anheuser-Busch’s rollout of Ice Draft from Budweiser. That disclosure was tempered with more caution than enthusiasm, the result, beer industry observers reason, of not knowing whether the brand should be launched as a preemptive strike to protect its Genuine Draft, or whether a separate ice brand with a different identity can actually survive and thrive without hurting its best-selling full-flavor premium brand.
It’s an ironic position that underscores the speed at which all three major brewers are racing...

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