MILLER BREWING COMPANY
In early 2000, Phillip Morris, via a complex strategic consideration set, determined to sell a majority stake in its’ Miller Brewing Co. unit. Early talks indicated the transaction would prove less than satisfactory, with initial offers falling far below a viable sale price. Hence, foremost concern was placed on reviving and redefining the embattled brewery both internally and externally in order to quickly increase enterprise value and make the company more attractive to potential suitors.
Charged with the ambitious directive to place The Miller Brewing Company more in league with Anheuser-Busch in terms of brand perception, internal culture, distributor passion, and overall value, the Tilfords led a rapidly deployed team to rebrand and reposition the brewery and its’ flagship brands – High Life, Genuine Draft and Lite.
The Tilfords created a company wide unification strategy and new brand platform to re-establish the The Miller Brewing Company’s credentials and spirit. The campaign put the brewery back on the map and into the cultural conversation, delivering the momentum and vibrancy needed to attract potential buyers.
The success of the effort culminated in 2002, when SAB purchasedMiller from Philip Morris for $5.6 Billion, creating the world’s second largest brewing company.
Charged with the ambitious directive to place The Miller Brewing Company more in league with Anheuser-Busch in terms of brand perception, internal culture, distributor passion, and overall value, the Tilfords led a rapidly deployed team to rebrand and reposition the brewery and its’ flagship brands – High Life, Genuine Draft and Lite.
The Tilfords created a company wide unification strategy and new brand platform to re-establish the The Miller Brewing Company’s credentials and spirit. The campaign put the brewery back on the map and into the cultural conversation, delivering the momentum and vibrancy needed to attract potential buyers.
The success of the effort culminated in 2002, when SAB purchasedMiller from Philip Morris for $5.6 Billion, creating the world’s second largest brewing company.