Miller to try out new malt beverage

07/03/05 Miller Brewing Co. will test market Brutal Fruit, a new malt beverage that contains pure fruit juice, beginning in mid-March.

SABMiller plc, Miller's corporate parent, launched Brutal Fruit in 2002 in South Africa, where it has been strongly received, according to Miller management.

Brutal Fruit will be brewed in four flavors: Sultry Strawberry, Kinky Kiwi, Manic Mango and Luscious Litchi, all of which will include pure fruit juice. The product is 5 percent alcohol by volume and is brewed similar to traditional malt beverages. It will be available in Seattle; Tampa, Fla.; and Richmond, Va.

Marketing support for Brutal Fruit in the three markets will include television, radio, print, digital and and billboard advertising, as well as point-of-sale displays and on-premise promotional activity.

http://www.bizjournals.com/milwaukee/stories/2005/02/28/daily45.html