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, according to Kapp. ...
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