MILWAUKEE - Miller Brewing said sales of its new Chill beer have surpassed expectations. But rival Anheuser-Busch isn’t buying it.

At issue is Miller’s claim that half of Chill’s sales are from drinkers who previously avoided beer in favor of spirits and wine. If true, that presents a huge opportunity for retailers looking to boost their beer sales.

But Anheuser-Busch, the nation’s largest brewer, said its data indicates less than 5 percent of Chill’s sales are coming from new beer drinkers. Anheuser-Busch said Chill sales are mainly shifting dollars away from other beers, including imports and specialty brews that provide higher profits for retailers.

Both brewers are making their case in sales literature aimed at the nation’s convenience stores, supermarkets, liquor stores and other retailers. The conflicting claims come as Chill has recently spread its distribution to all 50 states.

Advertisement