Monday, February 05, 2007
Miller Hopes Hispanic Drinkers Want to Chill
SABMiller is courting the growing Hispanic population in the U.S. with a new beer heading into test markets. Miller Chill is a salt and lime flavored brew the company is calling a chelada-style beer.
The beer is going to be released first in markets in Florida, Texas, Arizona, New Mexico and California. Chelada refers to the practice popular in Mexico and other countries of adding spices to a glass of beer or coating the rim of a glass with salt or chili powder.
Miller Chill will be a low calorie beer. The brewery plans to back the introduction with television advertising support with the tag line "Se habla Chill."
SABMiller already imports beers from Columbia and Peru, distributing these brands primarily in cities with large Hispanic populations.