Mmmm, border beer
If you like trying new twists on old drinks and you're heading for a border state on business or pleasure, keep an eye out for Miller Chill.
Miller Brewing Co. is scheduled to put this new beer in test markets next month in Texas, New Mexico, Arizona, Florida and the San Diego, CA, area.
The 110-calorie brew will be marketed as an upscale light beer, cheaper than most imports but costlier than most domestic beers. It is a chelada-style beer, infused with salt and lime.
Although the advertising campaign will have a tagline of "Se habla Chill," Miller insists its target audience is not just Hispanics despite the concentration of Hispanic people in the test markets.
Pete Marino, a Miller spokesman, said in a statement, "We're trying to court the market in general, not just Hispanics. ... We are going after mainstream domestic brands. This will be a more refreshing light beer experience. It's a very different type of product."
Last month, it began importing Aguila, Colombia's top-selling lager which is brewed by parent company SABMiller Inc. The company is also importing two SABMiller beers from Peru -- Cristal and Cusqueña.
ON THE WEB
• Click here if you're thinking of visiting any of those test market states.
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