Miller 'Craft Lite' on Hold
June 23, 2008 - Miller Brewing has delayed its plans to begin national distribution of the Miller Lite Brewers Collection.
In a memo to distributors, president Tom Long wrote that recent test-market results "indicate a need for some additional and refined marketing elements with greater clarity about the brand's promise of light beer refreshment combined with craft-style taste."
"We're trying to create a new category here," spokesman Pete Marino said. "And when you do that, you need just a little bit more time."
The three new craft versions of Miller Lite will target mainstream drinkers and seek to exploit trends that favor light beer, a greater variety of beer styles and a willingness to pay more for higher-quality beers.