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MillerCoors dusts off lower-calorie Miller64 beer for relaunch

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MillerCoors, the US unit of Molson Coors, is to relaunch its Miller64 Extra Light with a refreshed look appealing to a new generation of health-conscious consumers.

MillerCoors lower-calorie Miller64 beer is set for a relaunch.

MillerCoors' lower-calorie Miller64 beer is set for a relaunch.

The unit, which first unveiled the beer in 2008 as MGD Light 64, said the 64-calorie beer has had little marketing attention in the past five years. However, the rise of consumers seeking lower-calorie light beer options has offered an "untapped opportunity" for Miller64, MillerCoors added.

Packaging for the revamped product will have a greater emphasis on its functional benefit as an extra light beer, highlighting the 64-calories-per-12-ounce serving and 2.8% abv.

"We're reinforcing what an extra light beer can be," said Nigel Jones, a marketing manager for MillerCoors. "Miller64 is a bit more flavour than you'd expect, especially at just 64 calories, but it's balanced and refreshing - a perfect fit for a growing group of drinkers who pay close attention to health and wellness trends."

The beer will re-enter the market alongside Anheuser-Busch InBev's Michelob Ultra, which has helped drive the brewer's mainstream beer portfolio in the US amid declines for Bud Light.

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