Miller says it will continue aggressive marketing plan

Modern Brewery Age, June 20, 2005

Miller president and CEO Norman Adami echoed this statement, asserting that discounting would not restore growth momentum. "The results indicate that pricing is not the answer," he said. "We are going to play solid defense on the pricing front, but our focus will be aggressive offense on the marketing front."

Adami said the industry's long-term health "depends largely on the ability of the leading brewers to develop great marketing behind their large brands."