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Miller beers to resurrect ‘Great Taste, Less Filling’ slogan

BY Jenna Duncan

MILWAUKEE MillerCoors LLC has said that it will bring back its “Great Taste, Less Filling” ads for football season. The company, which formed after Molson Coors Brewing Company and the U.S. arm of SABMiller joined earlier this year, announced the tagline’s comeback in a letter to distributors Tuesday.

The tagline will appear in ads airing Sept. 1 which play off of last year’s “More Taste League” campaign.

U.S. Miller Lite radio spots will also air the “Great Taste, Less Filling” tags, a slogan that was devised some 30 years ago, company said. The tagline hasn’t been widely used since 1991, according to MillerCoors.

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InBev hires Anheuser-Busch chief executive officer as consultant

BY Jenna Duncan

ST. LOUIS Anheuser-Busch and InBev have said that A-B chief executive officer, August Busch IV, will receive about $10.4 million and $120,000 a month after the completion of sale of A-B to InBev for his services as consultant. The arrangement will last through 2013, the companies said Friday in a statement filed at the Securities and Exchange Commission.

Details of Busch’s contract are still being worked out, the companies said. And Busch, may also receive an added $13.3 million for other benefits.

Last month InBev purchased American beer giant A-B for $52 billion. Together, the companies will form Anheuser-Busch-InBev, maintaining a North American base in St. Louis. Additionally, InBev has promised to keep A-B’s 12 U.S. breweries in business.

Busch’s duties with the new company will include planning new products and business opportunities, meeting with retailers, wholesalers and advertisers, and reviewing marketing projects. Reports said that he will remain in St. Louis.

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Positive outlook forecasted for retail direct store delivery sales

BY Jenna Duncan

WASHINGTON Most retailers that operate direct store delivery processes have said that they expect that part of their business to grow or remain constant for 2008, according to a study released today by Grocery Manufacturers Association. The study, titled “Powering Growth Through Direct Store Delivery,” was conducted by AMR Research and Clarkston Consulting.

Study results showed that 77 percent of retailers examined said that their DSD business is growing or remaining stable. The study also showed that DSD comprises 24 percent of unit sales and a whopping 52 percent of the grocery channel’s retail profits. According to GMA, this means sales opportunity.

“Direct store delivery improvements represent manufacturer-customer collaboration at its finest,” Stephen Sibert, GMA senior vice president of industry affairs, said. “This study indicates that both retailers and manufacturers are being rewarded for DSD innovations from enhanced promotional effectiveness to increased brand and store loyalty.”

GMA’s findings also stated that seven out of the ten biggest grocery categories use DSD, and between 2003 to 2007, they saw 15 percent growth in sales.

The study on DSD was conducted by GMA Direct Store Delivery Committee and was based on both qualitative and quantitative research on companies that use the practice and those that do not, as well as company environments. Findings are located online at www.gmabrands.com/publications/DSD_Report_FINAL_0808.pdf.

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