In lethargic category, Miller continues to grow

The major brand beer category continues to show very bad performance, with sales in the fisrt quarter of this year down by 2.6%. But Miller, after implementing a major overhaul of its marketing campaign, distribution relations and brand management after being aquired a few years ago by South African Breweries (SAB), has shown that it just might become a meaningful competitor to Anheuser-Busch.

SABMiller PLC said it made a good start to the fiscal year, with Miller’s domestic sales to retailers increased by 1.0% in the second calendar quarter of this year.

“Miller Lite performance was partially offset by a net reduction in the volume of other brands but within these the Milwaukee’s Best and High Life franchises achieved growth,” the company added.