News

US: Miller targets "Latinisation" with new beer

Most popular

e-commerce's watershed moment - former Amazon exec

Campari Group Performance Trends 2015-2019 - data

Could bulk beer shipping be a COVID-19 legacy?

The just-drinks analyst returns

Coronavirus paves the way for e-commerce boom

MORE

Miller Brewing is rolling out a new beer across the US in an attempt to capitalise on the "Latinisation" of the country's culture.

Following test marketing in five markets over the spring, the SABMiller unit announced yesterday (12 June) that Miller Chill will be available throughout the country from this month. The beer, which had been tested in Arizona, Florida, New Mexico, San Diego and Texas in early March, is an American take on the Mexican 'chelada' and contains a hint of lime and a pinch of salt.

"Once consumers get their first taste of Miller Chill, they will definitely be coming back for more of this unique, crisp beverage," said Miller's chief marketing officer, Randy Ransom. "Miller Chill is a light beer unlike any other, offering American beer drinkers a distinctive twist on refreshment.

"In its first two months of testing, more than half of the consumers who tried Miller Chill purchased the product again," Ransom added. "The high sales and positive feedback that the brand has already received further supports the transculturalism trend.

"In just five test markets, Miller Chill has already grown as big as Michelob Ultra Amber is nationally."

The beer will be available in six- and 12-packs of 12oz. bottles.

The Mexican word chelada is loosely translated as 'cold one'.


Sectors: Beer & cider

Companies: Miller Brewing, SABMiller

Related Content

The next big thing in North American beer is…? - Comment

The next big thing in North American beer is…? - Comment...

Is cannabis M&A in US craft beer a life raft or an exit strategy? - Comment

Is cannabis M&A in US craft beer a life raft or an exit strategy? - Comment...

What's coming up in beer in 2020? - Predictions for the Year Ahead - comment

What's coming up in beer in 2020? - Predictions for the Year Ahead - comment...

How ultra-light beer is re-defining the light beer concept - NPD trends

How ultra-light beer is re-defining the light beer concept - NPD trends...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?