MILLER PUTS CATEGORY MANAGEMENT ON TAP

SAN DIEGO -- Miller Brewing Co. aims to make beer a destination department in the supermarket."We hope that when retailers talk about beer, we're a part of that meeting," said Charlie Kapp, director of national trade development, speaking here at a conference sponsored by the Strategic Research Institute, New York. "What we want to end up with is to be the manager of the beer category in a particular

SAN DIEGO -- Miller Brewing Co. aims to make beer a destination department in the supermarket.

"We hope that when retailers talk about beer, we're a part of that meeting," said Charlie Kapp, director of national trade development, speaking here at a conference sponsored by the Strategic Research Institute, New York. "What we want to end up with is to be the manager of the beer category in a particular chain."

The key to Miller's plans is its "retail discovery" process, ac

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