Not Made in the USA: Miller Beer
By Scott Reeves Sep 25, 2009 7:25 am
If you've got the time, Britain's got the beer.
That’s not deft marketing from Milwaukee, but the inexorable force of globalization. Miller Beer, once an American icon, is now owned by SABMiller -- the world’s second-largest brewer.
The company’s stock trades on the London Stock Exchange. Shockingly, a “tall, cold one” means nothing in Britain, where the former imperialists drink beer warm. It’s enough to make company founder Frederick Miller sip white wine in heaven, pinky aloft.
Miller Beer’s corporate takeover underscores three basic points: First, beer is pretty much beer and therefore little more than a commodity product. Second, economies of scale allow an efficient company to clobber its competition, selling more of whatever it’s peddling. Third, this tends to favor one-size-fits-all products.
Frederick Miller took over Plank Road Brewery in 1855 and slapped his name on it, a move that eventually led to a string of ads proclaiming “If you’ve got the time, we’ve got the beer.” In 1966, W.R. Grace & Co. agreed to buy 53% of the company from Miller’s granddaughter, who objected to alcohol. In 1969, Phillip Morris, now Altria (MO), bought Miller from W.R. Grace for $130 million, outbidding Pepsico (PEP). In 2002, South African Breweries bought the company for $3.6 billion in stock and assumed $2 billion in debt.
Before you get too deep in your cups, understand that Miller’s fate isn’t punishment for its controversial ad campaign that featured two voluptuous women in a catfight in wet cement. In 2007, SABMiller and Molson Coors (TAP) agreed to combine operations in the good ol' USA in a joint venture ingeniously named Miller Coors. Molson is a Canadian company. The joint venture operates in the US and Puerto Rico, but not Canada, where beer and hockey are more popular than sex.
Worldwide, SAB Miller makes about 200 brands in about 100 breweries, including Miller, Grolsch, Peroni, Castle Lager, and China Resources Snow Breweries Shenyang. Call it niche marketing for the international masses.
In May, SABMiller wrapped up the acquisition of its Polish subsidiary, Kompania Piwowarska. This suggests that there will soon be a capitalist behind every glass of beer, if there isn’t already.
Foreign companies have snapped up other American names as the consolidation of the beer industry continues. In 2008, Belgian brewer InBev bought Anheuser-Busch for about $52 billion. In addition to the Clydesdales, the deal included Budweiser -- the world’s largest selling beer -- as well as Bud Light, Busch, and Michelob. InBev is now the world’s largest brewer.
The folks who own Miller are clever and pitch the brew to American tastes, emphasizing thirsty suburbanites who admire a lawn as big as Kansas, those who bemoan the hapless French for losing two world wars in the twentieth century but had the moxie to come up with mayonnaise, and the glories of a white-bread and bacon sandwich washed down with -- you guessed it -- a Miller Beer.
In the future, maybe Miller Beer will adopt this advertising slogan in an effort to expand sales of its weasel water beyond the US:
Good for man,
Good for beast,
Good for bread instead of yeast.
Hooray for Miller Beer!
Nah. It doesn’t rhyme. Better leave the selling of an overseas-owned American icon to the foreigners.
No positions in stocks mentioned.
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Reply
2009-09-28 15:11:03
freakin Budweiser
This article is hilarious. How can the author trash Miller so hard and barely mention Anheuser-Busch, aka Budweiser, who sold out to the Belgians? Budweiser is just as guilty as maintaining an American image as Miller. Pathetic.
2009-09-28 15:54:03
It is important to point out that all "Miller" brands are in fact MADE in the USA, and made by Union workers...our American worforce!
2009-09-29 00:44:04
MYRNA
Lets keep in mind that the majority of union workers put the idiot that we have in as Comander in Cheif into office !! Lets send the rest of our manufacturing and such out of the country !! I hope your foriegn speaking skills are up to par !!! THANKS FOR THE VOTE !!!
2009-10-03 14:07:54
Not very smart
So, aja, because you don't like the President you want the United States of America to fail and her citizens to continue to fall farther and farther behind. I don't know why you hate America and her citizens, but you obviously do. Corporations will injure, maim, and kill you, if they can make a profit off of it. You are a poor excuse for a human being.
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As for beer, I doubt there is a town or region of America any more without a locally owned and brewed beer. Time to crawl out of the "malt-pop" bottle and drink beer with flavor, made by Americans, with the profits STAYING in America.
Think globally, drink (and eat) locally.
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As for beer, I doubt there is a town or region of America any more without a locally owned and brewed beer. Time to crawl out of the "malt-pop" bottle and drink beer with flavor, made by Americans, with the profits STAYING in America.
Think globally, drink (and eat) locally.
2009-10-07 19:31:31
Not very smart
The point i am making is that the corporations that these unions work under are from out of the country!! I was a union worker--and made defense products for OUR country!! The company is foriegn owned, and the union workers continue to support this B.S.! My last union mag that came just as the election did, stated that about 80 percent of other countrys are getting better, and one isnt---USA !!! As for being a poor excuse for a human being, you had best take a good look in the mirror!!
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