CHICAGO - The new Miller Lite bottle is upgrading the light beer category. The sleek design provides an innovative, contoured shape that is a modern interpretation of the brand’s legendary long neck. The new Miller Lite bottle will only be available in bars and restaurants this summer.
Inspired by form and design, the modern look of the new bottle offers broad shoulders and a contoured grip, intended for easy handling from the bar to the pool table. The bottle defies the convention of the standard cylinder-shaped bottle, helping Miller Lite stand out among the brown bottle sameness of other light beers.
“Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design,” said Ryan Reis, senior director of Miller Lite. “In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We’re proud of the new design and we’re excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you’ll know it.”
The bottle was developed by the industry-leading designers from 4sight inc., a company renowned for its revolutionary product and package innovations. By engaging existing Miller Lite consumers in interactive brainstorming and targeted focus groups,, 4sight inc. collected key insights to create a bottle that would reflect what consumers were looking for in their drinking experience and give them a new tool to take their Miller Time celebrations with friends to the next level.
“The beer category is focusing heavily on packaging design innovation and the new bottle from Miller Lite will take this category to new places,” said Stuart Leslie, president of 4sight. “We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader.”
To support the new bottle, two new television commercials will air May 20th that focus on the bottle design. The new Miller Lite bottle is currently featured in nationwide spots featuring Ken Jeong, Questlove and Chuck Liddell. The product launch is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.
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.