7eleven recognizes miller brewing with retailer initiative award

7-Eleven Inc. will present Miller Brewing Co. its 2006 Retailer Initiative Award on Aug. 30 in Dallas. This annual honor recognizes top suppliers/partners that excel at assisting 7-Eleven in meeting its customers’ changing needs through team merchandising, demand-chain solutions, cost of goods and category management and creativity in advertising and promotional programs.

Miller Brewing was chosen for delivering exceptional value and satisfaction for 7-Eleven’s customers through the creation of First, Best and Only products and promotional offers aligned with the company’s business strategy.

“Miller Brewing Co., along with their senior leadership team, is a committed strategic partner for 7-Eleven,” said 7-Eleven President and CEO Joe DePinto. “Miller is bringing renewed energy, enthusiasm and fun to the beer category with its product innovation, expertise, consumer insights and business planning. With their tremendous focus and sales momentum, Miller has really distinguished itself this year and deserves this award.”

Through team merchandising with 7-Eleven, Miller Brewing created a beer chill bag featuring the Indy Racing League, a sports referee-look bottle and other high-value consumer offers to drive merchandise sales.

Companies receiving honorable-mention recognition for their outstanding team-merchandising efforts include PepsiCo, Kraft Foods Inc. and MasterFoods USA.

Candidates were nominated by 7-Eleven’s merchandising and operations personnel and judged on business activities in 2006. The award recipients were chosen by the 7-Eleven Awards Committee, comprised of senior executives. This is the sixth year 7-Eleven has presented its Retailer Initiative award.

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