Why did Miller Brewing Company launched Ice House beer under an alias?
The original Miller Brewery was called "Plank Roak Brewery" It's all marketing strategy dummy! "Plank Road" Ice House was introduced when "small brewery" beers were starting to get very popular and the self-proclaimed 25-year-old "beer experts" thought big breweries couldn't make good beer. If Miller would have put their official name on the side of the bottle, these "beer experts" (who like drinking beer that's gone bad from sitting in a shipping container for three months just because it says "made in Germany" on the side of it) would have proclaimed it bad beer without trying it first. By giving it another name, people would have at least had to try the beer before saying it was bad.