Originally created 01/27/99

Miller Brewing says it will test-market Icehouse Light

MILWAUKEE -- Miller Brewing Co. will begin testing a new light beer brand, Icehouse Light, early next month in five markets.

The nation's second biggest brewer said Monday the brand will be sold in Raleigh, N.C.; Athens, Ga.; Savannah, Ga.; Orlando, Fla., and Tampa, Fla.

Miller decided to test consumer reaction to Icehouse Light because of the success of its Icehouse brand, said company spokesman Peter Marino.

Icehouse's sales volume in 1998 increased 13.1 percent to just over 2 million barrels, Marino said.

The ice-brewing process drops the temperature of beer to the freezing point, forming ice crystals. At that point, proteins and other chemicals are removed from the beer, leaving a brew with a different taste and a higher alcohol content than regular beer.


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