US: MillerCoors updates Miller Lite bottle

By | 7 May 2013

Click through to view Miller Lites new bottle

Click through to view Miller Lite's new bottle

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MillerCoors is to launch a new Miller Lite bottle in the US on-trade, giving the long-neck design a modern overhaul.

The bottle will be available in bars and restaurants from this summer, MillerCoors said late last week. The company said that, in testing, consumers “overwhelmingly preferred the new bottle to the standard beer bottle”.

“We're proud of the new design and we're excited to see how everyone reacts to our new look,” Miller Lite senior director Ryan Reis said.

MillerCoors, which released first-quarter results today, will launch two TV ads on 20 May to support the new bottle. It is already being highlighted in nation-wide TV spots, one of which can be seen below.

Expert analysis

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Sectors: Beer & cider, Marketing – advertising & promotions

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