The Remaking of a MegaBrand

Looking at Miller's business over the last two years from the warm and cozy crow's nest of the BBD platinum keyboard, it's clear that its biggest problem has been with its largest full calorie brand, Miller Genuine Draft.MGD, which adroitly stole Coors' thunder in the late 1980s under Dick Strup's direction by appropriating the "cold-filtered, never heat-pasteurized" product benefit and imagery, has more recently been a fattened albatross on Miller's neck, and a particular leaden anchor on those distributors where