Miller Brewing Company started blogging in July 2007 on a blog called ‘Brew Blog’. My first reaction when I read about this was ‘just another corporate blog’. 95% of the time, I’d probably be right in that assumption. But in this case, Miller did something different and I believe we are going to be seeing more and more companies follow their lead. Instead of blogging about all things Miller, they started a beer industry blog that covers everything, including their competitors and their products. And if you think they just slam their competition all day, think again. Their coverage is industry-wide and their reportage tone comes across as unbiased, and if there is bias, at least you know where it is coming from.

Brew Blog is the brainchild of Paul Pendergrass and Pete Marino, communications consultants for Miller who wanted the brewer to have more influence over what’s covered in the industry. In 2006, they recruited Mr. Arndorfer from Advertising Age and told him to cover the sector like a beat reporter would.

Miller has now become a publisher and they are filling up their industry niche with meaningful content. Miller is using the blog platform to enhance brand awareness in a much more powerful way than just an extension of their PR messaging. Cheers to Miller for thinking outside the corporate blog box. And hey, if you really get good at being a publisher, your competition will come to you…

The blog has enough influence that a staffer at a PR agency for Anheuser pitched a story to Mr. Arndorfer (Brew Blog) about Budweiser’s Superbowl ads. A representative for Tecate, a Mexican beer, inquired about running an ad on the site.

via WSJ