Miller Chill Heads to Australia

Beer to be exported from U.S.

Miller Brewing Company is exporting Miller Chill to Australia, the Wall Street Journal reported today.

The new brand -- a light beer brewed with a hint of lime and salt -- hit the Down Under today.

From the story:

"SABMiller selected Australia as Chill's first international market because of similarities between the Australian and U.S. markets, [Miller spokesman Julian Green] said. SABMiller has about half of a percent of total volume in Australia, according to Mr. Green. The company will import Miller Chill from the U.S., rather than having it brewed in Australia. The average price of a six-pack will be 13 Australian dollars ($11.87)."

Miller Chill, which was launched in test this past spring and went national in the early summer, has surpassed sales targets for the year and has achieved positive cash flow, the story said, citing Miller sources.

Miller Chill has surpassed Heineken Premium Light, Michelob Light and Modelo Especial in dollar share in supermarkets.

The Wall Street Journal story (subscription required) can be seen here.

Comments

[aussie moon]

The beer costs $18 australian dollars for a 6 -pack