Miller Lite Introduces Breakthrough Aluminum Pint
Brewer to Launch New Package That Brings Together the Best of Bottle and Can
MILWAUKEE (September 24, 2008) – Great taste is about to get even better.
This fall, Miller Lite is introducing an innovative new package, a 16-ounce aluminum pint bottle that enhances the Miller Lite taste experience. The pint’s wider opening provides a smoother flow to enhance the Miller Lite taste experience; the aluminum cools like a can; and the resealable closure helps lock in freshness.
“The great taste of Miller Lite gets even better when it’s enjoyed from our new aluminum pint,” said Grant Leech, vice president of marketing for Miller Lite. “This package drinks like a bottle and cools like a can to deliver an invigorating taste experience.”
The Miller Lite aluminum pint will be tested throughout much of the Midwest and South through the end of the year. Test markets for the Miller Lite aluminum pint are Alabama, Arkansas, Dallas, Florida, Houston, outstate Illinois, Indiana, Kentucky, Louisiana, Michigan, Minnesota, Mississippi, North Carolina, North Dakota, Ohio, South Carolina, South Dakota, Tennessee, Virginia and outstate Wisconsin.
The Miller Lite aluminum pint, designed by Broomfield, Colo.-based Ball Corporation, is intended for off-premise retailers, with a focus on convenience stores. The package will be sold as part of a nine-pack.
MillerCoors will support the debut of the Miller Lite aluminum pint with television, radio, out-of-home and online advertising, as well as a variety of retail point-of-sale and merchandising materials.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.