MGD 64 Lemonade will be sold from May through Labor Day.
The company expects the brew to attract new consumers to the beer category, and to capitalize "on the growing consumer interest in flavored beers," Andy England, chief marketing officer for Chicago-based MillerCoors, said [image-nocss] in a memo to employees obtained by the newspaper.
Miller Genuine Draft 64, named for the number of calories it contains, got off to an auspicious start following its national rollout in 2008. But sales have cooled lately, according to the report. The brand's unit sales to retailers fell by a double-digit rate in the third quarter, the company said in November, while MillerCoors's overall sales to retailers declined 4%.
The company also will unveil a new marketing campaign for the main version of MGD 64 later this year as part of an effort to strengthen the brand, England said the memo.
Chicago-based MillerCoors, a joint venture of U.K. beer giant SABMiller PLC and U.S.-Canadian brewer Molson Coors Brewing Co., has struggled with another fruit-flavored brand: Miller Chill. The lime-infused light lager enjoyed a strong debut in 2007, but its sales slid after larger rival Anheuser-Busch Inc. unveiled Bud Light Lime the next year, said the report.
The announcement of MGD 64 Lemonade comes at a time of declining sales volumes for mass-market brews in the United States, said the Journal. The industry has been hurt by high unemployment and rising competition from wine, distilled spirits and craft beers.
MillerCoors's beer shipments to distributors, a measure of sales volume, fell 3.4% last year, according to preliminary estimates this week from industry newsletter Beer Marketer's Insights. Shipments for Anheuser-Busch, the U.S. arm of Belgium's Anheuser-Busch InBev NV, slipped 3.1%.
The two brewers, which together account for nearly four out of every five beers sold in the United States, still have managed to record steady profit growth, offsetting their weaker sales volumes by raising prices and cutting costs, the report added.
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