US: Miller Brewing changes look of Lite

By just-drinks.com editorial team | 1 April 2008

Miller Brewing Co. has launched a new packaging design for its best selling brand, Miller Lite.

The new look, to be rolled out this month, will be the first redesign for Miller for five years and will be seen on all Miller Lite bottles, cans, packaging, point-of-sale materials and signage in stores and on delivery trucks.

"We believe this new iconic visual treatment will resonate with legal-drinking-age consumers and further establish Miller Lite as the ultimate light beer," said Antonio Maldonado, Miller Lite vice president of marketing.

Miller Lite's new packaging was designed by Chicago-based Bagby and Company, Inc., and will be applied across the brands total marketing mix.

Last month, Miller renewed its contract with Fort Lauderdale-based Team Enterprises, naming them agency of record for on-trade executional manpower in the US.

Sectors: Beer & cider

Companies: Miller Brewing