Miller refocuses on on-trade with €2m promotion

With the re-introduction of ‘It’s Miller Time’, Miller Genuine Draft is launching an on-trade promotion for consumers in hundreds of bars nationwide to highlight the association with bars at night-time and to drive footfall in the on-trade as it invites pub-goers to get up, get out and explore the potential of the city at night.

The brand has chartered a plane to take 160 lucky consumers to Ibiza for one very memorable night.

The promotion forms part of a multi-faceted approach by MGD distributors Richmond Marketing to re-position Miller including TV and outdoor, radio & press advertising, online campaigns, new glassware and in-pub promotions.

Miller Genuine Draft  Brand Manager Ronan O’Hagan says that Tonight It’s Miller Time is only the start of the Miller Genuine Draft journey, “This year, Miller Genuine Draft will establish itself as the face of Irish energy and excitement and Tonight It’s Miller Time is the perfect way to allow people to tap into the endless possibilities of the city at night – and really get Miller Time started”.

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