Beverage Industry

Miller Lite’s on-premise special

June 14, 2013

 Miller Lite, a brand of MillerCoors, is upgrading its bottle with a sleek design that provides an innovative, contoured shape that is a modern interpretation of theMiller Coors new bottle brand’s signature long neck, it says. The new Miller Lite bottle will be available only in bars and restaurants this summer. Inspired by form and design, the modern look of the new bottle offers broad shoulders and a contoured grip, intended for easy handling, the company says. The bottle was developed by 4sight Inc. By engaging existing Miller Lite consumers in interactive brainstorming and targeted focus groups, 4sight Inc. collected key insights to create a bottle that would reflect what consumers were looking for in their drinking experience and give them a new tool to take their Miller Time celebrations with friends to the next level, according to the companies. To support the new bottle, two new TV commercials aired in May that focused on the bottle design. The new Miller Lite bottle currently is highlighted in nationwide spots featuring Ken Jeong, Questlove and Chuck Liddell. The product launch also is supported by print, radio, out-of-home and digital advertising, retail point-of-sale promotions and public relations.