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Miller Lite's gains provoke counterattack from Anheuser-Busch.
Knight Ridder/Tribune Business News, September, 2004
By Tom Daykin, Milwaukee Journal Sentinel Knight Ridder/Tribune Business News
Sep. 20--Miller Lite's continuing turnaround -- and the latest response from archrival Anheuser-Busch Inc. -- has some in the beer world buzzing.
For the first time in several years, St. Louis-based Anheuser-Busch, the nation's largest brewer, will launch a major marketing campaign that appears to be provoked by its smaller rival, Milwaukee-based Miller Brewing Co.
Anheuser-Busch recently announced plans to do extensive consumer sampling of Bud Light and Budweiser, its two largest brands. That sampling campaign, targeting millions of consumers, will be coupled with new ads that tout the freshness of Bud Light and Budweiser.
Brewing industry observers...
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