MILWAUKEE -- Miller Brewing Co. is launching a packaging innovation that will provide America's beer retailers with significant incremental sales volume, it said. The first-of-its-kind bottle Fridge Pack configuration will be available in the Miller Lite and Miller Genuine Draft brands nationwide beginning March 1.
The company will offer a bottle package that provides the same handiness as the can Fridge Pack design, it added. The new bottle 12-pack offers consumers easy storage of bottles in the refrigerator; a clean-tearing top for easier access to [image-nocss] beer; and a sturdy carrying handle.
Four out of five consumers say they prefer our new bottle Fridge Pack design to conventional 12-packs, said Doug Brodman, Miller senior vice president of sales and distribution. And because of that, we expect this new package to have a similar impact on our retailers' bottom line as our can Fridge Packsignificant incremental sales.
Milwaukee-based Miller will support the launch with a variety of point-of-sale materials, consumer and trade advertising and in-store promotional executions. In the beer category, 12-pack bottles are the No. 1 selling package in supermarkets, according to AC Nielsen Supermarkets, 52 weeks ending Nov. 5, 2005, and the No. 2 selling multi-pack package in convenience stores, according to AC Nielsen C-Stores, 52 weeks ending Nov. 5, 2005.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.