CHICAGO -- Miller Lite is giving its cans a second tab, and it is inviting beer drinkers to have fun opening it.
The Punch Top Can increases airflow, reducing "glug" and resulting in an improved, smoother pour. The second tab 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." Consumers set the can on a solid surface, place the chosen opener against the edge of the can and use leverage to open the second tab.
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"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.
Chicago-based 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. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth & Blake Beer Co., the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing Co., Blue Moon Brewing Co. and the Blitz-Weinhard Brewing Co. MillerCoors operates eight major U.S. breweries, as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Co. Coors Field in Denver. MillerCoors is a joint venture of London-based SABMiller plc and Denver-based Molson Coors Brewing Co.
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