Table 1 Alan Easton, Miller Brewing Company VP Corporate Affairs Perspectives in 1984

From speech to Miller Management Club, October 1984 [37]

“Basically, Corporate Affairs means getting and using information to shape perception. That’s what we’re all about. Information shaping perception. Although we use different nomenclature, part of our operation is what most people call public relations. Another of our functions is that of the lobbyist. And both PR and lobbying are terms with serious image problems.”

“Corporate Affairs exists...

... to protect Miller’s freedom to conduct business, and conduct that business at a profit;

... to get many publics favorably disposed toward Miller and our products — and keep them that way;

... and to help sell beer, by helping establish brand awareness, by reinforcing Miller advertising and promotions, by vastly expanding the audiences exposed to them, and by making advertising and promotion dollars go farther and do more”

From transcript of speech to the Phillip Morris Inc Board, December 1984 [38]

“The battle lines (sic) are clear. And our battle plan has been carefully drawn…Our battle will be waged largely through a broad-based excise tax coalition, with the brewers at the apex…Wine will be a strong and effective ally. Distilled spirits, perhaps less so, but still important. Beyond the direct industry participants, certain supplier industries will be mobilized…(emphasis in the original)

[on advertising] this effort will not be short term. This battle will continue to be a continuing one and may ultimately find its way into the courts. The constitutional questions under the 1st and 4th Amendments are considerable and we’re already mapping our legal position.

Like foresters who plant seedlings now for future harvesting, we’re putting our seeds in the ground right now. At Miller we are taking the initiative. We are not waiting, until these issues are upon us.” (emphasis in the original)

From formal report to the Phillip Morris Inc Board, December 1984 [39]

“the establishment of industry coalitions required in connection with voluntary industry advertising guidelines, federal excise tax proposals, and consumer activist demands for a ban on broadcast advertising and other restrictions on marketing… Financial and other support of key national anti-alcohol abuse programs and organizations which are consistent with Miller’s pro-education/anticontrol position will be expanded.”