Miller Brewing plans to launch Red Dog beer in several markets in the Southeastern U.S.

Red Dog, a brand developed by Molson Breweries, was introduced in Ontario in May and quickly went on to capture as much as 3% of the provincial beer market.

Miller, which owns a minority interest in Molson, will market the brand as a premium beer through its subsidiary, Plank Road Brewery.

Advertising will be handled by BBDO Canada, the agency responsible for Molson’s Red Dog campaign north of the border.

Teaser advertising begins in Sepember, with outdoor billboards showing the Red Dog image.