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CHICAGO – Miller Lite is getting an upgraded bottle design that's a modern interpretation of the brand's traditional long neck.
The new bottle, available in restaurants and bars this summer, has broad shoulders and a contoured grip designed for easy handling that sets itself apart from the standard cylinder-shaped bottle, according to MillerCoors.
"Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design," stated Ryan Reis, senior director of Miller Lite. "In our 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. This time when you grab a Miller Lite, you'll know it."
The new bottle was designed by 4sight Inc. with the help of existing Miller Lite consumers in interactive brainstorming and targeted focus groups.
"The beer category is focusing heavily on packaging design innovation and the new bottle from Miller Lite will take this category to new places," said Stuart Leslie, president of 4sight. "We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader."
MillerCoors will support the launch of Miller Lite's new bottle with two television commercials set to debut May 20, along with print, radio, out-of-home and digital advertising, retail point-of-sale and public relations. More information on the bottle and the TV spots can be found at www.MillerLite.com and www.Facebook.com/MillerLite.