Beverage Industry

Miller relaunches 64-calorie brand

March 13, 2012

MillerCoors, Chicago, changed the name, packaging and personality of its MGD 64 brand. This month, the beer relaunched nationally as Miller64.

Maintaining the 64-calorie count, the light beer will be supported with new TV, radio, digital and out-of-home advertising. The new marketing campaign demonstrates how Miller64 complements a balanced lifestyle for legal drinking age consumers who are committed to making good choices with their daily responsibilities and in their social lives, the company said. Miller64 will be available in cans and clear bottles featuring the brand’s new logo and smoky silver and red labels.

“Whether it’s the man who gets a little exercise playing recreational softball or the woman who takes the stairs instead of the elevator, we are confident consumers will appreciate that Miller64 won’t undo all their efforts to maintain a balanced lifestyle,” said Rita Patel, Miller64 marketing manager, in a statement. “Miller64 is the perfect light beer choice for today’s consumers who are always on-the-go but strive to balance their responsibilities and social life.”

The beer is available at bars, restaurants and grocery stores across the country.