Miller Taps Hispanic Market with Appointment

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Miller Taps Hispanic Market with Appointment

MILWAUKEE, Wis. -- In an effort to strengthen its Hispanic marketing efforts, Miller Brewing Co. has promoted 15-year industry veteran David Dixon to the position of senior director of Hispanic marketing. In this role, Dixon will head the Hispanic group and report to Randy Ransom, executive vice president and chief marketing officer for Miller.

Dixon joined the brewer three years ago as economy brands director. In that role, he successfully strengthened key brands, including Milwaukee's Best Light, Mickey's and Olde English 800, the company noted. Most recently, he was the senior director of talent acquisition and development. In this position, he recruited individuals for Miller's marketing team.

Prior to joining Miller, Dixon logged seven years with The Stroh Brewery Co. as its director of marketing operations, market research and the international marketing manager. Before that, Dixon was the president of The Ivan Taranov Brewery Co. for three years.

In a related appointment, Ivan Guardi will join Miller as the director of strategic marketing, reporting to Dixon. His appointment begins Sept. 11. Guardi has spent many years in marketing roles in Mexico, and he comes to Miller from the position of corporate marketing director at Grupo Lala, a food processing company based in Mexico. Prior to that, Guardi was group marketing manager for another Mexican company -- the Jose Cuervo Co.

"As the Hispanic market expands and takes on greater importance in the American beer industry, it's critical to have leaders with proven operational and practical experience. Dave and Ivan are two proven marketers who will enhance our existing capability to deliver differentiated programs for this prominent consumer audience," Ransom said.

Miller, a subsidiary of SABMiller plc, claims to hold 18 percent of the U.S. beer market. Its flagship brand, Miller Lite, along with Miller Genuine Draft and Miller High Life make up its domestic offerings. Imports include Peroni Nastro Azzurro, Pilsner Urquell and Foster's. It also has regional crafts Leinenkugel's and Henry Weinhard's. "Near-premium" offerings include Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's.