Discounts, Multi-Packs, and Brand Equity

Miller recently struck a huge coup with the largest supermarket chain in the country, Kroger, with a national program to run its Miller Lite 24 pack NR package at a reduced price for a month, including Labor Day, with displays throughout. Kroger has executed this program with many other product categories on a national scale, but this is the first time to try beer. The price varies (and is not in all areas), but it is as low as $14.99