Prior to the 13 May launch, the company is inviting US consumers of legal drinking age to vote which hard seltzer brand should be “propelled from the planet” through the company website. The launch will be live-streamed on the Miller Lite Facebook and Twitter pages from 4pm EST.
“Miller makes beer for people who love beer,” says Miller Family of Brands VP, Sofia Colucci. “Other brands, including some of our siblings, make other things, too. That’s great. We launch beers, and we launch everything else into space.”
Last month, Molson Coors’ 11% year-on-year sales dip headlined a turbulent set of Q1 2021 results that included a 39.5% sales drop in Europe.

What is the impact of China’s Zero-COVID lockdowns on economic activity, consumer goods and the foodservice industry?
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- What is the effect of lockdowns on Chinese ports?
- Spotlight on Shanghai: what is the situation there?
- How have Chinese consumers reacted?
- How might the Chinese government react?
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