So Will They Call It ‘Miller Plump?’

Miller Brewing Co. plans to launch a new full-calorie, premium-priced beer next year in hopes it will become its new flagship brand, the trade publication Adweek reported Monday.

Adweek said the new beer was to be called simply Miller.

Susan Henderson, a spokeswoman for the nation’s second-biggest brewing company, declined comment on the report, saying the company doesn’t respond to industry or trade speculation.

“However, we always take a never-satisfied approach to the business,” she said, adding that the company was always looking at the possibility of new and different products.

Adweek said the new brand was intended to compete with Anheuser-Busch’s Budweiser beer, the industry’s best-seller, and fill a void created after years of sales declines at its Miller High Life brand.