CHICAGO, Sept. 30, 2014 /PRNewswire/ -- As the saying goes, there's a first for everything; and thank goodness for that. Back in 1975, Miller Lite revolutionized the entire beer category, becoming the first successful low-calorie beer and creating what has become America's largest beer segment: light beer. Today, that category accounts for more than 35 percent of all U.S. beer sales.
Miller Lite Packaging, Advertising, Marketing All to Feature Classic Look That Established the Light Beer Category (PRNewsFoto/Miller Lite) (PRNewsFoto/Miller Lite)
Miller Lite Packaging, Advertising, Marketing All to Feature Classic Look That Established the Light Beer Category (PRNewsFoto/Miller Lite) (PRNewsFoto/Miller Lite)
Miller Lite Packaging, Advertising, Marketing All to Feature Classic Look That Established the Light Beer Category (PRNewsFoto/Miller Lite)
Miller Lite (PRNewsFoto/Miller Lite) (PRNewsFoto/Miller Lite)
This fall, Miller Lite is returning to that similar original look on all packaging and across all marketing materials as part of its effort to remind beer drinkers that it is the only brand brewed to be a great tasting beer that just so happens to also be less filling.
"The decision to bring back our original look was an important one for this brand," said Miller Lite senior marketing director Ryan Reis. "It's authentic, proud and highlights what has always been true about Miller Lite since it was first brewed. It's a high-quality beer worthy of those moments with friends."
Early advertising from the brand told people Miller Lite was "everything you wanted in a beer, and less," and that promise remains alive and well today. Miller Lite has won seven medals at the annual Great American Beer Festival and biennial World Beer Cup competitions, including five gold medals.*
The words 'A Fine Pilsner Beer' are prominently displayed, as that is the simple end goal of each batch of Miller Lite, which uses a unique brewing process to attain its crisp pilsner flavor and aroma. Designed to give Miller Lite more real beer taste, hops are added at three distinct times throughout brewing.
To celebrate what sets Miller Lite apart from other light beers, the brand re-introduced the Original Lite Can in January for what was supposed to be a two-month promotional window. Consumer response to the brand's authenticity and great story was so positive that the brand kept the Original Lite Can in market and changed the bottle in August.
"What we learned through this process was that our history means something special to consumers," said Reis. "We're immensely proud of what Miller Lite stands for and the new direction reminds people of not only where we came from, but where we're going as a brand."
Helping to tell that story are changes on all packaging formats across the portfolio. From 12-packs to aluminum pints, consumers will now find the original light beer inside new white-and-navy secondary packaging featuring an emphasis on the brand's new logo, bolder cues of barley and hops, and language that defines the brand's special brewing process. It reinforces the purpose behind the beer, to have great taste, color and aroma in a pilsner beer, with only 96 calories.
Changes will go far beyond just packaging. The original look will make its way into bars across the country, not only courtesy of new delivery trucks donning the new look, but via American-made wooden tap handles, new "Lite On Tap" neons and other point-of-sale materials.
The timeless Miller Lite design also will be prevalent throughout popular Miller Lite sports alliances, including AT&T Stadium in Dallas, Bank of America Stadium in Charlotte, Consol Energy Center in Pittsburgh, Joe Louis Arena in Detroit, Lambeau Field in Green Bay, Lincoln Financial Field in Philadelphia and Soldier Field in Chicago.
Furthermore, Brad Keselowski, the 2012 NASCAR Sprint Cup champ, is bringing the new look to victory lane as he and his team push for another championship in the 2014 Chase.
* Great American Beer Festival -- American-style Lager or Light Lager (Gold, 2010); American-style Light Lager (Silver, 2003); American-style Lager, Light Lager or Premium Lager (Silver, 2012) World Beer Cup -- American-style Light Lager (Gold, 2006, 2002, 1998, 1996)
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) was introduced nationally in 1975 and is among the top-five selling beers in the United States. Miller Fortune (MillerFortune.com, Facebook.com/MillerFortune, @MillerFortune on Twitter) is brewed with caramel malt and cascade hops for a balanced taste and smooth finish. 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 is still 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 operates in the United States and Puerto Rico as part of MillerCoors, 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.
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