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Hot Launch For Miller Chill

Miller Chill--which launched nationally during June and already has grabbed 0.24% share of dollar sales in the category for the year ended Aug. 12--will roll out a 22-ounce single serve bottle this fall, sources say. Miller also plans to raise the price by 55 cents a case in some Midwest regions effective Oct. 1.

Trade sources differ on whether the price increase will push the lime- and salt-flavored brew higher into super-premium-priced territory where six packs of craft and imported brands are tagged between $6 and $8. The yet-to-be-announced increase also could bring Chill on par with a general price hike that the industry is anticipating this fall for craft and imported brands.

Calls to Miller for confirmation of the pending moves were not returned.



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