CHICAGO, April 24, 2012 /PRNewswire/ -- Miller Lite is giving its cans a second tab for a smoother pour, and inviting beer drinkers to have fun opening it.
To view the multimedia assets associated with this release, please click http://www.prnewswire.com/news-releases/miller-lite-wants-to-know-how-will-you-punch-it-148689505.html
The Punch Top Can increases airflow, reducing glug and resulting in an improved, smoother pour that highlights the great pilsner taste of Miller Lite. The second tab on the Punch Top Can can be opened with a wide array of objects such as a house key, golf tee or even a dollar bill, for those who are especially clever. Simply set the can on a solid surface, place your chosen opener against the edge of the can and use leverage to open the second tab.
"Miller Lite is giving beer lovers an even more enjoyable drinking experience with the breakthrough Punch Top Can," said Amy Breeze, director of innovation and activation for Miller Lite. "In our testing, consumers told us they prefer the Punch Top Can three-to-one over the standard beer can because it's more like drinking from a pilsner glass. We're proud of our product and think everyone will have a blast exploring different ways to open it."
To support the Punch Top Can, the brand is launching new television commercials this week, which will run through mid-August on network and cable sports programming, as well as on cable entertainment. The spots tout the can's benefits and inspire consumers to get creative with their own Punch Top Can opening tools. The product launch is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.
The Punch Top Can will be available in retail accounts across the country starting this week and will be the standard can for all Miller Lite and Miller Genuine Draft 12- and 16-ounce cans.
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.