Miller Lite Brings Know Your Beer Program To Bud Light's Backyard

CHICAGO, Nov. 1, 2017 /PRNewswire/ -- The beer drinkers of St. Louis have spoken. Miller Lite went to Bud Light's birthplace, St. Louis, to find out which beer people chose in a promotional blind taste test. 76% of St. Louisans chose Miller Lite instead of Bud Light, with dedicated fans surprised that the local favorite wasn't chosen when the beers were revealed.

This summer, Miller Lite, the original light beer, launched the Know Your Beer program nationwide encouraging beer drinkers to learn more about how to evaluate beer to determine their preferences through an unbranded promotional taste challenge. The results spoke for themselves; 72% of participants of the Know Your Beer program chose Miller Lite instead of Bud Light. After Miller Lite prevailed with the majority of beer drinkers across the country, the brand decided to head to its competitors' hometown to crack the biggest myth in St. Louis – whether the people of St. Louis choose Bud Light over Miller Lite. 

From September 7-9, 2017, more than 360 St. Louisans were surveyed and 76% of them chose Miller Lite instead of Bud Light. One participant said he was surprised he chose Miller Lite because he had been "a Bud Light guy". See the video below for how the people of St. Louis reacted:

"All summer we've seen fantastic results from the Know Your Beer program. We wanted to put it to the ultimate test and go head-to-head with Bud Light in their home market of St. Louis. We are always confident in our beer, but knew this would be our toughest challenge because in St. Louis, loyalty to Bud Light runs deep," said Greg Butler, vice president of the Miller family of brands. "And the results clearly speak for themselves."

Miller Lite has focused its marketing efforts on the quality and taste of its beer, which has aided in its rise to the third ranking biggest American Light Lager in the country.

The Know Your Beer program kicked off in May 2017 and is taking place at various bars across America through November 2017. As of October 31, 2017, 72% of people nationwide have chosen Miller Lite instead of Bud Light. For more information on the Know Your Beer program visit www.MillerLite.com/KnowYourBeer.

For more information on Miller Lite, visit www.Facebook.com/MillerLite, follow @MillerLite on Twitter or visit www.MillerLite.com.

About Miller Brewing Company

Miller Brewing Company was founded in 1855 by Frederick J. Miller when he purchased the Plank Road Brewery in Milwaukee, a city he chose as the best place for a brewery given its access to great water. Miller Lite, the original great-tasting light pilsner beer, (MillerLite.com, Facebook.com/MillerLite, @MillerLite on Twitter, YouTube.com/MillerLite) was introduced nationally in 1975 and is among the top-five selling beers in the United States. The brewery's oldest enduring beer is Miller High Life (MillerHighLife.com, Facebook.com/MillerHighLife, @MillerHighLife on Twitter). Known as the Champagne of Beers, it was introduced in 1903 and still is brewed with the same yeast strain that Miller carried in his pocket from Germany. Miller Genuine Draft (MGD.com, Facebook.com/MillerGenuineDraft, @Miller_Global on Twitter), introduced in 1986, is the original cold-filtered, packaged draft beer. Miller Brewing Company is part of MillerCoors, the U.S. business unit of the Molson Coors Brewing Company. Learn more at MillerCoors.com, at Facebook.com/MillerCoors or on Twitter through @MillerCoors.

SOURCE Miller Lite

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