US: SABMiller reveals year long drive for Miller Lite

By just-drinks.com editorial team | 9 January 2003

SABMiller is to unveil a new packaging for its key US beer Miller Lite, in a "year-long commitment" to reinvigorate the brand. Beginning this month, SAB Miller will roll out a new logo backed up by a comprehensive marketing plan to deliver it to consumers. "We're out to reinvigorate the adult beer drinker's experience with Miller Lite," said Bob Mikulay, Miller's executive vice president of marketing. "We are unveiling a new look and attitude for Miller Lite with a year-long commitment to creating memorable and exciting - often unexpected - experiences for consumers to share with this great beer."

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SABMiller is to unveil a new packaging for its key US beer Miller Lite, in a "year-long commitment" to reinvigorate the brand. Beginning this month, SAB Miller will roll out a new logo backed up by a comprehensive marketing plan to deliver it to consumers. "We're out to reinvigorate the adult beer drinker's experience with Miller Lite," said Bob Mikulay, Miller's executive vice president of marketing. "We are unveiling a new look and attitude for Miller Lite with a year-long commitment to creating memorable and exciting - often unexpected - experiences for consumers to share with this great beer."

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