MILWAUKEE -- Miller Brewing Co. has designed new packaging for its top-selling brand, Miller Lite. Beginning in April 2008, beer drinkers across the country will notice a new differentiating signature look adorning all Miller Lite bottles, cans, packaging, point-of-sale (POS) materials and signage in stores and on delivery trucks. It has been five years since Miller Lite last tweaked its packaging.
Antonio Maldonado, Miller Lite vice president of marketing, said, "We believe this new iconic visual treatment will resonate with…consumers and further establish Miller Lite as the ultimate [image-nocss] light beer."
Miller Lite's new look was designed by Chicago-based Bagby & Co. Inc. and will be applied in a consistent manner across the brands total marketing mix. Consumers will be able to see this new look for Miller Lite wherever they purchase their beer, including bars and restaurants as well as grocery stores and convenience stores across the country.
Along with Miller Lite, the Milwaukee-based company also brews Miller Genuine Draft, Miller High Life, Foster's, Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Tyskie and offers the Sparks line of caffeinated alcohol beverages, as well as regional craft brews from the Jacob Leinenkugel Brewing Co. and the Blitz-Weinhard Brewing Co. Miller is a wholly owned subsidiary of SABMiller plc, London.
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.