I don't know what Budweiser's VP, Innovation Pat McGauley and VP-Trademark Brands Dan McHugh's are talking about regarding this product launch. Nothing about research is "extensive." It just takes you up to where the road ends. People then stop their search for the trump card when the price gets higher - the cost of doing more profitable homework. (The saying goes, "People stop chasing their dreams when the price gets too high.")
Why copy Miller? Go past them. That's what Miller Brewing's New Ventures Director Dave Krishock and I did back in the day. While Budweiser was busy chasing another phantom called 'dry beer' Dave and I discovered the concept of Cold-filtered Miller Genuine Draft instead - now the most popular brand in Miller's portfolio.
A product launch worth spending time on would net 10-20 share, not the .3 to .5% sought here. Maybe that's why McKinsey & Company reports that despite solid balance sheets and healthy bottom lines the CPG industry has lost its glow and the executives in it are wondering where their growth will come from.