The war for global supremacy amongst the
beer giants is often fought on U.S. soil. Acquisitions, joint
ventures and distribution rights are the weaponry for this war. It
seems as A-B has had issues adding brands to their U.S. distributors
(with the exception of Monster), Miller has been much more
successful. Recently Miller has added four new international brews to
their line-up, gaining steam in the race to bring imported beers to
American consumers. This week Miller announced the additions of
Aguila, Cristal, Cusquena and Tyskie.
Recently, the trend amongst U.S. beer consumers is “go for something
different.” We’ve already discussed the rise in sales of craft beer,
as well as the growth of niche beer markets like organic beer. Throw
unique imports into that mix - the market for international brews has
shown steady growth over the last few quarters as well (losing the
Modelo joint venture was a major blow to A-B).
Following that trend Miller has announced the addition of four new
imports to it’s American portfolio. Aguila from Columbia, Cristal and
Cusquena from Peru and Tyskie from Poland. Aguila, Cristal and
Cusquena will all be avaibled through Miller beginning in January
‘07. Tyskie is currently available in Chicago, but will get coast to
coast distribution in January as well. The additions further
strengthen Miller’s lineup of imports that already includes Pilsner
Urquell and Peroni Nasto Azzurro.
While the addition of these imports seems a little excessive,
it may be a smart move for Miller. A-B’s Budweiser and Bud Light
have been the best selling beers in the U.S. and abroad for years.
Miller has been gaining on the giant with their aggressive advertising,
however by adding more imports into American markets Miller has the
opportunity to score big returns on the import boom. Man law? Man